Plugging in Diakonia's server to a network of 160 live, digital panels all over Germany, dynamically displaying and updating donation needs in real time. Ads also directed passers-by to a website where they could find drop-off locations and information about volunteering. The campaign ran for one month and peaked over Easter – a holiday during which Germans are in the right mindset to give and help others.
Awareness for Diakonia increased by 78%, while donations increased by 65%, helping thousands of refugees receive exactly what they needed: food, clothing and other necessities. Recognized as a breakthrough idea by W&V, Horizont and Cannes Lions, the campaign swept top innovation awards at Cristal Festival and PlakaDiva.