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Fund “BELA. Butterfly children”, Mastercard, Citibank
The Untouchables

RAN IN: Russia

CLIENT
Fund "BELA. Butterfly children”


Mastercard

AGENCY
Publicis Russia *Lead Agency


SUMMARY

The majority of charitable foundations use customary channels for fundraising (sms, websites, events), but how to create a new technological, reliable and transparent way? The BELA Fund, Mastercard and Citibank developed a method of contactless payment through unique posters. As a result, the campaign “The Untouchables“ attracted a lot of media attention (PR value - $ 1 million), the promo video collected 4.8 million views, users in social networks were actively sharing the video (including 100 famous celebrities). During the project the Fund gathered 630 000 rubles. And most importantly - other funds (and not only funds) also decided to use this channel.

CASE VIDEO


Audience: 25 – 55 years, people, who live in big cities. Socially responsible audience, which understands value of charity, but is quite busy to engage completely in difficult charity programs. This audience is actively using modern payment technologies.  

Objectives: Our objectives: 1. To create a new convenient, transparent and reliable channel for raising money for funds using modern technologies, which will become an additional source of financing; 2. Tell about of the fund to public, as the new channel will attract media attention.  

Type: B2C

Language: English, Russian