SAS/Save the Children - Collection campaign

Recruitment for Save the Children’s National Drive 2007

The challenge
SAS is the main sponsor for Save the Children and wanted to help them recruit volunteers for their National Drive 2007. Over the past few years, humanitarian organizations have had to fight hard to gather volunteers for their demanding countrywide collections. Danes are generally helpful but busy people, so getting them to agree to donate just a few hours from their packed daily lives seemed reasonably manageable.

The strategy
“Grab your kids and take three hours to help Angola’s children go to school.” That was the challenge to recipients of SAS’ newsletter in the weeks leading up to the national drive on September 9, 2007. The campaign challenged parents to sign up as collectors together with their children and positioned the drive as a fun family experience comparable to taking a trip to the zoo – not as a boring duty.

The campaign’s focal point was the children’s book “When Mikkel helped Rosa go to school” – a beautiful, hardback children’s book that was written and laid out in-house and illustrated by Solvej Agerbak. The book gave collectors a good opportunity to talk about “grown-up topics” on a child’s level and became a part of the collecting experience.

Results

• The campaign recruited 471 collectors for Save the Children. The goal was 300
• The collectors brought in approx. DKK 500,000 for the children in Angola. Altogether, the drive collected DKK 7 million
• SAS used its relationship with its customers to gather the collectors. The campaign used the company as a natural part of the story to support Save the Children