CONCORDIA, an aid organization founded in 1991 with a focus on sustainable, long-term child and youth welfare in the poorest regions of Southeastern Europe, lacks widespread impact. The company bears the Austrian seal of approval for donations and helps directly on site with its own employees instead of with external partners. The first goal is awareness and a clear positioning; the second step is to attract donations and to be permanently remembered.

The task was to work out the uniqueness of the association and to fix a positioning and a core message around this. In this case, the USP was more than clear: CONCORDIA goes where it hurts; where they are often the only ones; and where they have nevertheless come to stay – because sustainable helping means being there for the long term. Until seemingly hopelessness has become a fulfilled life. CONCORDIA stays until the good end.

The heart of the communication is the positive tenor and authenticity of the images. Thus, animated banners and videos advertised real images and real success stories from the focus countries. In the first step, awareness is generated, and in the second step, a direct impact connection is demonstrated with clearly identified small donations and a call for support is issued.

To the videos