文/十九
怎么募捐？
大家都对那个文案改变生活的故事耳熟能详。一位街头乞讨的老人面前放的牌子，从“我是盲人”变成“春天来了，我却看不到”，得到的捐款突飞猛进。
这利用的是人们的同情心。
秘鲁的TELETON是一项年度募捐盛会，呼吁人们对一些肢体有障碍的孩子进行捐助。坐着轮椅的孩子，确实也博取了大家的同情心。但慢慢的这招不好使了，同情心带来的捐款越来越少。
那么，就让人们在捐助时，从“同情”变成“快乐”吧！TELETON把原来的轮椅，改装成可爱的甲虫，传递了自信自强和快乐，也让人们深受感染、更为慷慨。 显然，快乐比同情更让人们慷慨！也许这点洞察能对其他慈善组织有所启发。
Brief Explanation:
We Discovered That The Formula “give Pity, Then Ask For Help” Was An Invention Of Advertising And Not A Reflection Of What The Kids Really Wanted: TO SHARE THEIR JOY, So We Needed To Change That Way Of Thinking To Reach The Goal For 2010.
Describe The Brief From The Client:
Last Year, Teleton Didn’t Reach Its Goal Of 2 Million Soles. This Year, The Challenge Was To Find The Way To Reach It.
Indication Of How Successful The Outcome Was In The Market:
The Activation And TVC Had More Than 11,000 Fans In The First 48 Hours. Plenty Of Mass Media Covered The Event An The Total Amount Of Money Raised Was 3 Million 346 Thousand 8 Soles. Teleton Surpassed The Goal By 67%, But Most Importantly, The Idea Generated A Change In Attitude In All Peruvians And From Now On, They Help With A Smile.
Advertising Agency: JWT, Lima, Peru
General Creative Director: Fernando Iyo
Creative Planning Director: Javier Grana
Art Director: Jorge Rocca
Copywriter: Juan Pablo Peschiera
General Producer: Monica Torres
Producer: Eduardo Sasco
Art Director / Artist: Koening Johnson
Artists: Merida Brothers
Photographer: Enrique Valdez
Account Manager: Alex Traugott
Account Executive: Alvaro Montufar
General Manager: Milagros Plaza
Planner: Paola Tealdo
