Serviceplan Suisse is halving playground equipment to help attract more attention for Caritas’ godparents programme.
Caritas campaigns on behalf of people affected by poverty in Switzerland: single parents, the unemployed, the working poor and families. Even here, in what is objectively a wealthy country, there are children growing up in difficult circumstances and receiving too little attention and support. The reasons for this are manifold, ranging from a tight family budget to linguistic difficulties to mental stress on the part of the parents. To help these children, Caritas is looking for godparents to regularly spend time with them and support them through particular stages of their lives, as well as donors to support the project.
Advertising agency Serviceplan Suisse is working to draw attention to this issue. In collaboration with Caritas and Aroma, we placed thought-provoking playground equipment into community centre parks: devices that would be used in pairs – if you had playmates. By halving these toys, we embodied how a child feels when they have to play alone because nobody has time for them. Those taking a closer look at the half see-saws and ping-pong tables would find a badge directing the viewer to find out more background information on the website.
Since mid-November 2019, Caritas has been sharing dramatisations about unmet children’s needs as short video clips on social media, as well as in print ads. The campaign attracted attention right from the moment the installations were set up, and will hopefully result in even more godparents, donations and happy children thanks to the video clips and ads.