My favorite campaigns are those that are simple, yet straight-to-the target, especially if you can help to those who are in great need of help. Here is an example of very simple idea for a very complex topic.
Polish agency Cheil collaborated with numerous restaurants across Poland within the “Very Good Manners” campaign to raise awareness and money for malnourished children throughout Poland. According to statistics, one in four children can’t afford a regular hot meal.
To make the act as simple as possible, the agency came up with the use of cutlery as a symbolic gesture, which will be followed by donation. Restaurant visitors are invited to arrange their cutlery into a cross after they are finished, a symbol that is then interpreted as a signal for adding an extra 5 Zloty (1.5 Euros) to their bill as a donation to the Polish Red Cross.
An extension of the campaign will soon happen in other European countries such as France, Germany, Spain and the United Kingdom. Here are the campaign deliveries in Poland:
Very Good Manners started as a 4-week trial with almost no budget and in just 4 restaurants. The only media used were simple paper table mats with campaign message. In the first two weeks Very Good Manners were mentioned by major TV and radio stations, newspapers and internet portals reaching more than 6 000 000 people and generating over 100 000 EUR of earned media and a huge buzz in social media.
Implementing Very Good Manners in just 4 restaurants increased the amount of regular donations to the Polish Red Cross’ ‘Decent Childhood’ fund by 90% and over 30 new restaurants contacted the Polish Red Cross to join the project.