The Brief

THE HUMBLE CHARITY STICKER. Sold by volunteers to help raise funds every Saturday in Hong Kong since 1945. But with limited volunteers, working within a limited timeframe, only limited funds can ever be raised. If we could somehow recruit new volunteers without demanding any time or commitment from them, we could raise more funds. The question was how?

Describe how the promotion developed from concept to implementation

For the first time, we combined NFC technology with traditional stickers to create NFC Charity Stickers. Stickers that do more than just show your support. They have the power to multiply. And turn every donator into an instant volunteer – all using the same simple action of donating for a sticker. No more. No less. With this in mind, our target was to help UNICEF double their volunteers overnight and ultimately, double the funds raised.

Describe the success of the promotion with both client and consumer including some quantifiable results

Overnight, NFC Charity Stickers created: - An unlimited number of volunteers - Working within an unlimited timeframe - Raising unlimited funds To date, the stickers have already: - Increased the number of volunteers x 30 - On average, every NFC Charity Sticker worn by our instant volunteers has raised a further 6 donations - Plus, with the stickers still in circulation, the funds being raised are still ongoing Best of all, within weeks, another major charity signed up for NFC Charity Stickers with many others currently in talks. So this is just the start.

Explain why the method of promotion was most relevant to the product or service

Recruiting volunteers is always tough because volunteering usually demands time and commitment. The beauty of NFC Charity Stickers is they have the power to turn every donator into an instant volunteer – all using the same simple action of donating for a sticker. No more. No less. Effectively, it demands no extra time or commitment from our new volunteers. What’s more, every NFC Charity Sticker worn by our instant volunteers presents a new opportunity for people to donate – with absolutely no timeframe. It’s a win-win not only for UNICEF. But for every charity in Hong Kong.