For some, turning to social services and charities for help can negatively impact their perception of self-worth and dignity. To combat this stigma, and encourage donations, we created attention-grabbing ads that broke the ‘fourth wall’ and extended beyond the bounds of a traditional ad. Each placement showed how every donation helps put well-being and dignity within reach for those who need it most.
To really drive the concept home in TV, we used hidden cameras to film real shoppers reaching for needed items that were just out of reach. We captured their frustration and helplessness in order to confront viewers with the emotional toll and frustration often felt when help is so near yet so far away. Don’t worry, we let shoppers in on the stunt after and helped retrieve their items. Every one of them found it eye-opening and some even donated on the spot!