World Vision: World Vision Well Wishes

World Vision needed a way to engage audiences that had long since forgotten about them or saw the brand as old fashioned and out of touch with their needs.The insight:We knew from previous research that giving is an inherently social process; you love to show other people the good you are doing in the world. And once you've donated you're more open to doing it again.
The strategic thought:By giving people a transaction free interaction with World Vision and showing people the good they can create with even a few dollars – would then open them up to giving again when approached at a later date.
The idea:To let people experience the joy of giving give away $100,000 to New Zealanders and let them give it back to the children of Malawi. Agency Sugar&Partners NZ