Donation opportunities and appeals can be found in many places these days. Most of us also have more than enough money to spare to help others! But the challenge is to reach people, to get them out of their consumerism and to make it clear that there are more important things! How it works? This shows us a touching donation campaign in exactly the right place: “25m2 Syria”. A collaboration between the Red Cross, Ikea and the Norwegian agency POL.
As part of a cross-media donation event in Norway, they created a typical Ikea example apartment, as we know it from all Ikea branches. But this time it was not an ideal world, but the reality of many families in Syria. The replica of a real accommodation of Rana and her family from Damascus clearly showed how the people have to live there.
This time there were no measurements on the typical price and information signs, but stories about people’s lives, the lack of food, medical care and clean water. Just a glimpse of what it’s like to live in a devastated civil war country. Last but not least, information on specific donation options were on all signs.
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