Charities use immersive stunts to highlight their causes

written by HA

There are many worthy charities around the world, but sometimes it is hard for consumers to see the true benefit of their donations. That is perhaps why charities have started adopting experiential marketing techniques to not only bring their causes to life but to also engage the public more directly to demonstrate the value of their donations.

Here are some examples of interesting things we’ve seen recently:

Pop-up Clothing Shop for the homeless

Homeless charity The Street Store set up a clothing shop on the streets of Cape Town, South Africa.  This pop-up experience became a viral hit when it launched earlier this year with its images being shared worldwide.  It works because it gave homeless people a choice, just like any other person going into a shop – something they don’t normally get when it comes to clothing. The Street Store doesn’t just clothe the homeless at no cost but by creating a genuine ‘retail’ experience , it empowers them with a choice and a subsequent feeling of worth.

By using experiential in this way, people donating to the shop could instantly see the benefit of their act, which in turn became a more powerful interaction.

WWF cooks a meal on a pavement to highlight global warming

This is a classic publicity stunt but really drives home a strong global warming message. The message was delivered in the form of a pop-up restaurant in Paraguay curated by chef Rodolfo Angenscheidt, where his cooking utensils were the pavement.

Penguin Foundation in Australia – Knits for Nature.

This charity uses knitted jumpers as a way to protect penguins caught in oil spills. The jumpers stop the penguins from cleaning their feathers and ingesting the oil.  The charity invited the public to knit new designs for the penguins or to knit one of the existing designs – a creative and immersive way to volunteer to help the penguins

And finally:

Oxfam aiming for biggest mother’s day card

In a new direction for Oxfam, which sees them involving themselves in every day events such as Mothers Day, the charity aims for a Guinness World Record with most inputs to a greetings card. In an attempt to get people to better engage with the brand, the public is invited to dedicate a small square of a giant canvas to their mother.

The charity feels that using experiential techniques allows them to connect with the public in a more relevant way.

 

 

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