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What a Difference. You.
A social campaign that showed big change in a senior's life comes from small gestures.
Challenge
How do you inspire people to give part of their life to a stranger?
We'd known Little Brothers of the Poor for years – we'd supported their "Give a Christmas Eve" programme with donations more than once. So when we decided to put our agency's energy into a social project entirely pro bono, they were the obvious partner. We chose the "Obecność" ("Presence") programme – organised companionship volunteering built around regular home visits to mbU's seniors.
The charity wasn't looking for people with a burst of enthusiasm, though – they needed volunteers ready for a long-term relationship with a senior. The key question was how to inspire people to give part of their life to a complete stranger, in a mature way rather than a fleeting one.
Idea
The difference is a shared cup of tea, a smile and warmth.
In our strategic process, we bet on truth. We wanted to avoid overpromising or dressing up reality – because change in a senior's life isn't fireworks, it's being able to share a cup of tea, watch a favourite show with a volunteer in the next armchair, or go for a walk together. These are subtle, almost unnoticeable differences, but they're the ones that give a senior's life meaning.
We built a game around spotting the difference for our audience. We paired photos of a senior "before" joining the "Obecność" programme with a photo of the same senior "after" – once they'd found their volunteer match. The photos came from a real shoot with real seniors from Poznań.
Execution
The shoot became four video spots and static formats with bold yellow typography – all of them pointing to a dedicated landing page, cozaroznica.pl.
Press releases and photo and video materials went out to the media, alongside an organic and paid social media campaign and YouTube promotion. An outdoor digital campaign ran 58,000 displays across five cities – Warsaw, Poznań, Wrocław, Łódź and Kraków – and appeared on 6,000 Euronet network screens. Working with PR agency Propsy PR, we landed 175 media placements, with a combined AVE of over 2 million PLN.
Project team
- Project manager
- Karolina Kulig
- Art director
- Kacper Krysiak
- Copywriter
- Natalia Majchrzak
- Social media & performance
- Magdalena Wawrzyniak, Iga Kudelska
- Graphics
- Marcin Bilicki, Paweł Czamański
- Web design
- Marcin Bilicki, Paweł Czamański
- Web development
- Marcin Bilicki, Paweł Czamański
- Photography
- Łukasz Urbańczyk
- Video
- Szymon Wasylów, Jakub Rożko, Oskar Łajs
- Color grading
- Mateusz Musielak
- Make-up
- Agnieszka Olczyk
