Arekibo supports Trocaire’s 2011 Lent Campaign
Monday, March 14th, 2011
Arekibo have just launched the online campaign for Trócaire’s 2011 Lent Campaign. This year’s Trócaire’s Lenten campaign shows how poverty makes people vulnerable and invisible, forcing them to live in danger and in fear.
The brief was to create a unique, attention-grabbing campaign with a purely digital dynamic to it, which featured the theme of poverty and attempted to highlight to the viewer that the means to effect a positive and immediate change was very much to hand.
The campaign forms part of a broader campaign including TV, radio and press. Arekibo created a highly interactive Facebook presence with a dynamic donation counter, a virtual Trócaire online donations box and the online banner campaign.
The online ads feature a simple but elegant cardboard cut-out illustration style that graphically highlights the plight of people living below the poverty line. At the close of the ad the viewer is informed that the opportunity to effect a change is ‘in their hands’. The meaning of this statement becomes apparent when we realise that the poverty line is actually formed by a computer mouse cable and that the means by which the viewer can immediately help is literally in their hands.
The ad links through to the virtual Trócaire box which serves both as an online donation point and a multimedia information source featuring animations, photo imagery and video content.