People have generous hearts, and lazy feet. If you want my charity, make it easy and pat me on the back.
Almap BBDO in Sao Paulo, developed a campaign called “Half for Happiness” to feed hungry people in Brazil’s poorest neighborhoods. The campaign partnered a charity organization and local grocery stores. They took popular products, cut them in half and repackaged them with a message asking full price, so the missing half could be sent to the hungry. The half-packed products were placed alongside normal goods where shoppers would see them as they browsed their usual options.
We all love kids, even dirty-faced poor kids. But we have kids of our own, and football games to watch. We care, just not enough to miss kickoff. This doesn’t mean we won’t donate; it means we won’t go out of our way to give our money away.
This campaign put charity down our isle and in our shopping carts. In other words, they made philanthropy convenient. Unfortunately, this was not enough. “Half for Happiness” forgot the other half – the pat on the back – and the campaign generated humble results. I believe they would have been far more effective had they given donors recognition. More than a thank you, they could have given costumers credit for their charity by creating a Facebook or other social-platform page dedicated to the cause, then tagged participants in a picture of that same dirty-faced kid with pizza sauce everywhere dirt used to be that read “Thanks for dinner.”
When someone gives you a dollar, don’t forget to dance.