Development cooperation is working. Aid gets there. Our task was to communicate it precisely to our german audience. We managed to do this by bringing together five major aid organizations and eleven celebrities & influencers. It was the largest social media campaign in 2019 for the non-profit sector with over 220 million contacts reached. We developed and implemented the campaign in cooperation with PR agency Lutz Meyer & Company and Kobalt Filmproduktion.
To achieve organic reach, the campaign was shown first as a teaser on the accounts of the celebrities themselves and then spread via sponsored tweets, sponsored posts and sponsored stories.
Julia Beautx, Mandy Capristo, Stefanie Giesinger, Gronkh, Eckart Hirschhausen, Jan Josef Liefers, Peter Maffay, Anna Maria Mühe, Max Mutzke and Til Schweiger were recruited for the campaign.