Challenge
For years the Polish Red Cross has been organising one-off fundraising campaigns to buy hot meals for more than 700 000 malnourished children in Poland. Our goal was to encourage people to support the Red Cross regularly and to create an alternative to one-off fundraisers.
Idea
We introduced a new way of leaving cutlery on the plate after the meal - in participating restaurants when customers cross their cutlery (similar to the Red Cross symbol) they signal the staff that they would like to donate. The staff collects the plate and adds 1.5 EUR to the bill. The money is transferred by the restaurants to the Red Cross. This is enough to buy one hot meal for a child.
Results
Very Good Manners started as trial of the idea in 4 restaurants in 2 cities and within just a few months the idea resulted in 65% increase in donations for the Red Cross, 250+ publications in traditional, digital and social media, 15,000,000+ audience, EUR 800,000+ in earned media and more than 30 restaurants in 16 cities joining Very Good Manners.
Cannes Lions 2014: Silver (Media / Use of Ambient Media: Small Scale)
Cannes Lions 2014: Bronze (PR / Charity & not for Profit)
Cannes Lions 2014: Nomination (Direct / Best Low Budget Campaign)
Cannes Lions 2014: Bronze (PR / Charity & not for Profit)
Cannes Lions 2014: Nomination (Direct / Best Low Budget Campaign)
Golden Drum 2014: Good Cause Grand Prix
Golden Drum 2014: Gold (New or innovative)
Golden Drum 2014: Gold (Public relations / Public engagement & participation)
Golden Drum 2014: Gold (Direct campaigns)
Golden Drum 2014: Silver (Media / Best use of the medium)
Golden Drum 2014: Gold (New or innovative)
Golden Drum 2014: Gold (Public relations / Public engagement & participation)
Golden Drum 2014: Gold (Direct campaigns)
Golden Drum 2014: Silver (Media / Best use of the medium)
Clio Awards 2014: Nomination (Public Relations)
Golden Arrow 2014: Gold (Non profit)
Innovation Award Media Trendy 2014: Grand Prix
Innovation Award Media Trendy 2014: Gold (Innovative Use of Ambient Media)
Innovation Award Media Trendy 2014: Gold (Innovative Use of Ambient Media)
Public Service Advertising Campaign of the Year 2013: Campaign of the Year (NGO Campaigns)
Polish Ad Creators Club 2014: Gold (Campaign)
Polish Ad Creators Club 2014: Gold (Active Advertising / Direct Marketing)
Polish Ad Creators Club 2014: KTR Award (KTR Campaign)
Polish Ad Creators Club 2014: Silver (Print / Outdoor)
Polish Ad Creators Club 2014: Silver (Active Advertising / Public Awareness Messages)
Polish Ad Creators Club 2014: Bronze (Media / Creative Use of Print)
Polish Ad Creators Club 2014: Bronze (Active Advertising / Ambient Advertising)
Polish Ad Creators Club 2014: Gold (Active Advertising / Direct Marketing)
Polish Ad Creators Club 2014: KTR Award (KTR Campaign)
Polish Ad Creators Club 2014: Silver (Print / Outdoor)
Polish Ad Creators Club 2014: Silver (Active Advertising / Public Awareness Messages)
Polish Ad Creators Club 2014: Bronze (Media / Creative Use of Print)
Polish Ad Creators Club 2014: Bronze (Active Advertising / Ambient Advertising)
D&AD 2014: In Book (Integrated & Earned Media / Earned Media Campaigns)
Eurobest 2013: Bronze (Media / Best Use of Ambient Media)
Eurobest 2013: Nomination (Direct / Best Low Budget Campaign)
Eurobest 2013: Nomination (Media / Charities & Public Health)
Eurobest 2013: Nomination (Direct / Best Low Budget Campaign)
Eurobest 2013: Nomination (Media / Charities & Public Health)
Client: Polish Red Cross
Product: Good Childhood
Brand: Very Good Manners
Agency: Cheil Poland
Creative director: Marcin Talarek
Idea & execution: Wojciech Kowalik, Maciej Kozina
Project management: Maciej Sobieski, Maria Smoleńska, Aleksandra Monczak, Barbara Marzec
Graphic design: Piotr Zawałło, Krzysztof Korolewski
Post production: Michał Sierzchuła
PR coordinator: Marta Ruszkawska
Social media: Zbigniew Borowski
Website design: Marek Pełka
Agency producer: Agata Wołkowicka
Producer (Film Fiction): Adrian Pawłowski
Post production (Film Fiction): Łukasz Zabłocki
Director (Drimtim): Kazimierz i Maria Zbąscy
Website design (Forty Winks): Jakub Kozina
Production Company: FDR Studio
Brand: Very Good Manners
Agency: Cheil Poland
Creative director: Marcin Talarek
Idea & execution: Wojciech Kowalik, Maciej Kozina
Project management: Maciej Sobieski, Maria Smoleńska, Aleksandra Monczak, Barbara Marzec
Graphic design: Piotr Zawałło, Krzysztof Korolewski
Post production: Michał Sierzchuła
PR coordinator: Marta Ruszkawska
Social media: Zbigniew Borowski
Website design: Marek Pełka
Agency producer: Agata Wołkowicka
Producer (Film Fiction): Adrian Pawłowski
Post production (Film Fiction): Łukasz Zabłocki
Director (Drimtim): Kazimierz i Maria Zbąscy
Website design (Forty Winks): Jakub Kozina
Production Company: FDR Studio
