In the aftermath of earthquakes, storms, floods, droughts or for those fleeing violent conflicts Diakonie Katastrophenhilfe has been providing help all over the world for 60+ years. The NGO supports people who are unable to overcome their hardship on their own, regardless of religion, skin colour or nationality - their motto is “ready to help, ready to act, globally” (De. “Weltweit hilfsbereit - weltweit tatkräftig”).
Diakonie Katastrophenhilfe works with local partner organizations and is a member of the worldwide humanitarian assistance network ACT Alliance. This means that they can be on location whenever and wherever help is needed. They respond quickly, reliably and effectively. Diakonie Katastrophenhilfe are able to support an average of 150 initiatives every year. They launch incident-specific fundraising campaigns whenever a large crisis occurs to fund this work with donations.
But a large part of their work happens long before and long after a disaster strikes a region: to reduce the consequences of future disasters and make sure people are better prepared for them, Diakonie Katastrophenhilfe works on for example creating early warning systems and trainings for evacuations. Doing a lot of prevention work means they are already there when help is needed. Worldwide.
They also offer long term support after a crisis has been overcome. Even in forgotten crises that receive little media coverage and virtually no public attention, like in southern Sudan or in the Kongo, Diakonie Katastrophenhilfe is active. Long after the TV crews have left, Diakonie Katastrophenhilfe and their network and partners are still working on and supporting communities to rebuild sustainably.
They describe the threefold aid and prevention activities as follows:
“We secure survival” Immediately after a disaster, people’s primary needs are food, medicine, water, blankets and tents. As far as possible the relief goods are purchased locally. This saves costs thanks to short transport distances and strengthens the local economy.
“We build futures” Disasters often destroy the whole basis of people’s livelihoods. Diakonie Katastrophenhilfe helps them to take their lives back into their own hands again. They assist with the reconstruction of houses, schools and health centres and ensure a functioning water supply. Through seeds and tools as well as agricultural and professional training, they enable people to earn their livelihoods. Depending on the scale of the disaster, reconstruction can take several years.
“We prevent suffering” Climate change has caused an increase in natural disasters like storms, floods and droughts in the recent years – not only in terms of frequency but also magnitude. This is why it is important to reduce the consequences of future disasters and make sure people are better prepared for them. Together with their partners, they make houses earthquake- and storm-proof, build new houses with integrated protection, reforest coastal regions, distribute suitable seeds or improve the irrigation systems. They also develop early warning systems and disaster management strategies and train people for evacuations.
Business challenge & goal
Diakonie Katastrophenhilfe is looking for great ways to raise public awareness and thus be able to raise funds from private donors. Usually, they launch incident-specific fundraising campaigns whenever a large crisis occurs to fund this work with donations.
An ongoing disaster or crisis is a very direct cause for campaigning and for action - it needs no explanation. But
The fact that Diakonie Katastrophenhilfe doesn’t only act when a crisis happens, and the fact that due to climate change, crises are happening more frequently, both mean that they need funding in many cases where media attention and fundraising campaigns are unavailable to help them get people’s attention. They need to expand their campaigning activities beyond specific incidents, meaning that:
Diakonie Katastrophenhilfe needs an ongoing image campaign that will create constant public awareness about them and their mission, a campaign that aims for sympathy, understanding, acceptance and a positive general opinion of the Diakonie Katastrophenhilfe. This steady public awareness can in turn help bring in a steady stream of donations - all year round, and not just following a crisis. They are looking to you, the jovoto community, for creative ideas and communication concepts!
Target Group 1: The Conservative/Established (the typical establishment). Their values are social responsibility, they measure action by the success of the outcome, and they have high regard for and appreciate exclusivity.
Target Group 2: The Middle Class Mainstream. They value safe and harmonious circumstances, they are achievement- and conformity-oriented, and they have a high regard for social order.
Target Group 3: The Liberal Intellectual (the academic elite). They have a liberal general attitude, post materialistic roots, a critical point of view and Zeitgeist, and they are cosmopolitan.
What all these target groups have in common:
1. Empathy: They are well informed about what happens globally, they see many images of people in distress due to natural disasters or wars. They have empathy for suffering.
2. Drive: They want to make a meaningful contribution and express their solidarity for people in crisis. “Through the media, I am confronted with the dire circumstances people in crises have to live in. I want to do something sensible to support them, but don’t know how I can contribute from afar.”
The campaign should work for all three target groups, so focus on what they have in common - this brief contains a lot of information and tips for tonality and strategy!
The task of this challenge is to design an engaging image campaign to boost the public awareness of Diakonie Katastrophenhilfe’s work and thus to secondarily encourage people to donate. Diakonie Katastrophenhilfe is searching for an ad containing an original key visual plus an original claim and/or a slogan. The ad must communicate their core values and mission, grab people’s attention and be able to be implemented in many campaigns to come!
Currently, only 31% of the people in Germany are aware and know about Diakonie Katastrophenhilfe. And a mere 3,2% of the people knows their advertising.
Our client is looking for a unique campaign for the German market. Hence, you are asked to develop your campaign (especially the claim) in both German and English. English as well because during the Rating Only Period of this project your idea will be rated by mostly non German speaking creatives from all over the world. Not very good at German? Ask the help of a friend or use one of the many great internet translation sites, or simply ask our Creative Guide for help. Also, please make sure to do a quick check on Google of your claim, to be sure it’s not already in use - claims that are already in use in other campaigns could be a trademark/copyright issue, and of course a unique claim is key to any great image campaign!
Please also note that the task is about creating an image campaign that directly aims for awareness and a positive public image - achieving more steady donations are a secondary target, so the campaign should not actively be pushing people to donate: Your campaign should not be a fundraising campaign! So focus on showing the public what Diakonie Katastrophenhilfe does and stands for, and visualize this or make it experienceable in a way that will grab people’s attention and create lasting awareness.
If people are convinced by a good image campaign and mission statements/claims, then they will likely automatically fall back on the Diakonie Katastrophenhilfe when they hear about a disaster happening somewhere and are thinking about donating money to help. A really good image and awareness campaign will also nudge people to donate outside of acute times of crisis. But a great image campaign will achieve this without actually asking for money!
Brand or image campaigns that aim at general awareness about the organization are commonly more abstract, based on graphics and possibly slogans, while the Diakonie Katastrophenhilfe fundraising campaigns for specific cases (in the case of ongoing catastrophes, for example) usually focus on photographic imagery combined with elements from the overall brand communication.
The client strongly prefers ideas that are original work only. At the end of the project, selected ideas must be original work (for what “original” means, please refer to the “original work only:” section in the brief). You can use photography or film in your idea, but keep in mind that the client would actually need to recreate them in a photo shoot with minimum budget, limited resources and within Germany. So your solution must be aligned with that.
- Please ensure that they communicate not just one aspect of the Diakonie Katastrophenhilfe’s activities and positioning (like for instance our project title image or specific fundraising campaigns for specific events) - but that they encapsulate what the Diakonie Katastrophenhilfe stands for, in other words, that they really work as a brand image campaign!
- Plus, the focus of this project is on a key visual/claim and strategy that works as the main content for the brand image campaign, but (elements of which) can be used in specifically targeted fundraising campaigns, too. This is not easy to achieve with photography.
The brand image campaign idea should be able to grow and it should be able to - at least partially - lend itself to other campaigns in the future: It should function as an umbrella-campaign that will be recognizable and that incident-related fundraising campaigns can refer to visually. A key visual, a key claim/slogan or something else in your idea for the overall image campaign should be usable or adaptable in other Diakonie Katastrophenhilfe campaigns.
The image campaign should communicate Diakonie Katastrophenhilfe’s brand positioning.
Brand attributes: hands-on and ready to act, international, compassionate.
Rational Benefits: effective/efficient, neutral and tailored/adequate help - aways on location for people in need.
Emotional Benefits: giving people the good feeling of helping to alleviate human suffering.
Brand personality: The caring heroine, full of empathy, support, activity, courage and cooperation.
Motto: weltweit hilfsbereit, weltweit tatkräftig - Globally helpful, globally ready to act.
A very important aspect for Diakonie Katastrophenhilfe is empowerment - No victimizing!! Diakonie Katastrophenhilfe works with local partners, local organizations and local people to help communities help themselves. The funding comes from charity, but the recipients of Diakonie Katastrophenhilfe’s aid are not ‘charity cases’.
NOTE: To inspire yourselves with benchmarks of some great NGO campaigns, please download the “Project Kit” from the Download Material section below. Some of them are portraying victims - this is not why they are benchmarks! Diakonie Katastrophenhilfe selected them as good examples because they are very clear in their message, quick to grab people’s attention and awesome at showing what the respective NGO is about. So please ‘read’ these benchmarks on a more abstract level: it’s not about how victims are portrayed or that victims are portrayed at all, it is why and how they attract attention and how much impact they have!
Brand impact: Create awareness about Diakonie Katastrophenhilfe and sympathy for their cause, through a ‘stop-moment’, meaning that your ad should make people stop, look, and remember the campaign. This could come from strong symbolism, smart use of text/words, visual impact combined with the meaning/message transported in your visual and/or copy etc.- anything that can really grab people’s attention and create a lasting impression! This is also what the benchmark campaigns (available in the “Project Kit”) are very good at!
Do’s and don’ts:
- If you show people, show them with dignity
- At eye level with the people in need
- If you show people, show active people who can and will help themselves
- No pity
- If you show people, avoid clichés
- No image manipulation if you use press photos or photos from real situations/ people
- No lurid (shocking) content/ tonality
- If you show people, don’t focus on apathetic, helpless people.
Original work only
To ensure that the client can consider your design for potential production, at the end of the project you will need to have created a design that is your original work. This means that no third party materials should be incorporated into your design (i.e. stock material, Creative Commons material etc.)
Inspiration material is legitimate as long as it is just that – for inspiration. This means that slight changes to the original, or retracing stock material with your own vectors – does not count as original work. If you are unsure, ask yourself "if the originator of the source saw it - would he or she immediately recognize their work, and would he or she be able to take legal steps?” If the answer is ‘yes’, then you are not allowed to use it.
Please read about original work and how to use inspiration material in order to create original work here (“Third Party Material 101”) and in this blogpost. For more information visit our jovoto Support Center.
During the Refinement Phase (after the Submission Period ends) you may be asked to make minor adjustments to your designs to ensure original work. However, the closer your design already is to being 100% original, the more chances that it gets picked as the Client’s Choice winner.
- Great attention catcher, memorable ad that will raise public awareness for Diakonie Katastrophenhilfe amongst the target groups
- Great and on-point representation of the Diakonie Katastrophenhilfe, great claim and overall message both in copy and visual
- Great potential to go viral
The most regular channel for the Diakonie Katastrophenhilfe ads are public info screens like the ones you often see on public transport. They reach many people, most importantly the ones who may be likely to support the Diakonie Katastrophenhilfe with donations: Those who care and have something to give.
These screens as well as many online formats can show animations and video content of up to 15 seconds - so if you have a non-static visual idea, go for it! An important thing to consider, though, is that the key visual and claim should also work in print and other media, and should also, as mentioned above, be usable or relatable in other Diakonie Katastrophenhilfe campaigns. If you come up with a great gif, animation or otherwise non-static idea, please make sure to show how it could be used in static media as well.
NOTE: If you upload animated content, please be sure it is under 5MB, under 100 frames and under 800x600px. Videos/animations must be under 10 seconds long.
Images must be landscape format in 3:2 ratio (min. 2400x1600px).
HOW TO USE THE IDEA UPLOAD:
In order to perfectly showcase your Idea, we have prepared a structured upload form for you. Check the Idea Template before you start your upload and be sure to keep with the structure!
Please download the “Project Kit” from the Download Material section!
- the Diakonie Katastropenhilfe logo
- the Corporate Design Guideline PDF - this is in German, however we have added a document with the most important aspects in English as well! Please try to follow it fully, especially in terms of fonts and color palette.
- some information material about Diakonie Katastrophenhilfe
- benchmark campaigns from other NGOs (NOTE: They are benchmarks not because they show people or because of how they show people, they are benchmarks because they deliver a message very pointedly and they really grab people’s attention!)
Timing & Awards
- Submission Period starts on: January 8, 5pm (CET, Berlin time)
- Deadline for the Halftime Awards: January 22, 11:59pm (CET, Berlin time)
- Client Halftime Feedback will be shared with you on: January 23
- Submission End and start of the Rating Only Period: February 5, 5pm (CET, Berlin time)
- Rating Only Period ends on: February 12, 5pm (CET, Berlin time)
- Refinement phase (only for the client top ideas)
We encourage you to not wait until just before the final deadline to submit your ideas. If you do, you could miss out on critical feedback from the Creative Guide and have no time left to make the necessary changes to your work before the deadline.
- Besides the chance to take part in this creative challenge, you could earn one of the cash prizes from the €7000 total prize pool.
Here is a brief overview of what is particularly important to be aware of:
- When entering an idea for a project, jovoto as well as the client, may display, share and print it for evaluation or presentational purposes.
- There is a three month exclusivity period:
- in which you may publish and share your idea on other websites or social media and ensure it is clearly labelled as a submission created on jovoto.
- in which you ensure that the client is able to exclusively license your design.
- after which you may offer your submission to others and publicly display it (without the clients logo).
- Please ensure that you have noted any and all third party material you used - including the source where it can be found.
- The project terms clarify rights for your upload as well as the details that go into effect if and when you are informed that the client wishes to license your design.
- Please carefully check and review your submission and the attachments before uploading them - they can only be deleted within 24 hours.
- Please source all the third-party material links in the idea upload form.