Christmas Bargains

Background

Recession has hit a lot of charity organisations in Sweden as well as elsewhere in the world. An additional problem for corporate donation to Save The Children was that Sweden is one of only two countries in Europe (the other is Slovenia) in which company donations to charity are not tax-deductible. Yet, strangely, a box of chocolates and other such Christmas gifts are.

Idea

Sweden’s priciest online retail site was established, selling classic Christmas gifts at sky-high prices because, of course, every box of biscuits, every Italian salami, every CD a company bought there from Save The Children could be offset against tax.

The store was advertised with what looked like classic retail advertising – except for the prices. A press release was mailed out, explaining the new store’s business idea and e-mails sent to previous donors.

Companies who donated in this way got a free sign which explained their purchases.

The idea didn’t just make it easy for companies to continue donating but it was an eye-catching way to put Save The Children in a media spotlight and to start a debate about the legislation.

Changing the law about donations to charity will not only help Save The Children but every other charitable organisation in Sweden as well.

Results

Despite the economy and the cost of bought media, Save The Children raised more money than ever before. New donors increased by 150%, the average gift amount increased by 27% and 40.4% of previous donors visited the site after opening the e-mail. Sweden’s prime-time news programme made a special story about the campaign and later this year the Swedish parliament will debate whether to change the law. If they don’t, Save The Children will simply keep open Sweden’s most expensive Christmas shop.

Our Thoughts

It has always been the case that creative people often have to rely on the talents of others to win their awards. Certainly the gongs I won as a copywriter were all thanks to the planners behind the briefs. Not that I was very good at saying thank you, I’m afraid. To do great work really does take a team of people with different mindsets as well as skillsets. This idea is pure genius and I am pretty certain it didn’t start with a writer or an art director but with someone who saw the absurd anomaly in Swedish law and rather than thinking ‘That’s stupid’ thought ‘That is so stupid, it’s an opportunity.’ Whoever it was, I salute you! You have created a campaign against absurdity as well as a campaign for Save The Children.