THE CAMPAIGN

We want a world in which human rights apply to everyone. And exactly where they are violated, we are right in the middle of it. Because as spectators, we are powerless. We don't watch when people become victims of numbers. We see the people. We are not onlookers at the barbed wire. We see where we can cut it. If we look, we can also help.

Because what we see, the world sees. For the truth to come to light, we must

HINSEHEN WO ANDERE ZUSCHAUEN (LOOK WHERE OTHERS ARE WATCHING)

With a headline-driven campaign, we want to draw attention to the problems surrounding the World Cup. Each headline should immediately grab the attention of the audience. But not only does every word have its meaning, each dot on the poster also stands for 10 people who have lost their lives in Qatar. The posters are designed to be as minimalist as possible so that the words have all the more impact

AND TO FURTHER INCREASE THE WILLINGNESS TO DONATE WE HAVE THOUGHT OF A LITTLE EXTRA

DONATE PER RUN

We turned the games into fundraising events:With the players as charity runners. According to statistics, a footballer runs around 10 to 11 kilometres. Everyone could now make a donation for every kilometre run by their favourite player. Example: CHF 10 on Shaqiri in the match between Switzerland and Brazil. Shaqiri runs 10.7 kilometres, which results in a donation of CHF 107. This turned us from mere supporters into active donors.

The campaign was developed at Jung von Matt LIMMAT