Fundraising for humanitarian aid is getting tougher – more and more collections are allowed and each campaign needs to sharpen messages and general visual appeal. One of the biggest NGO’s in the field is Danchurch Aid, Folkekirkens Nødhjælp. AM developed a message that goes well with non-religious city people and local parish collectors alike. The message Del – Share – works well within and outside the churches. After all we live in the sharing economy.
The visual concept works by using the corporate typeface in a big way. This is imposed on great photography showing the main beneficiaries of the collection – the world’s poorest women. The colors used are limited to red and white. This way the word DEL becomes a strong call to action for everyone involved – and duals as campaign and corporate message – love thy neighbor.