1% campaign

Vigyel Haza Foundation

We created a campaign to increase 1% tax donations to the Vigyel Haza foundation to save dogs lives.

Challenge

Communicating tax benefits

In Hungary people can donate 1% of their personal income tax to a civil organisation or a foundation in their taxes. This is extremely important as more than 50% of Vigyel Haza foundations’ income comes from this source. Unfortunately, most people don't take the time to do this because they forget about this as a tax benefit. Our task was to emphasie the importance of this type of donation in the name of a small dog shelter foundation called Vigyél Haza (Take Me Home)?

Solution

A surprise ending

The Internet is overloaded with videos of cute animals - and we love watching these. So, we created a fake Facebook account sending people to a fake website (elolvadsz.hu, meaning meltaway.hu), where they could watch videos of cute dogs. The twist was that the videos stopped loading at 99%, because 1% was missing - and thats when we landed the message that people could donate their 1% on the foundation’s website.
Play

Results

Award-winning results

As a result of our campaign the foundation gained 72% more revenue compared to 2017. The campaign was then recognised with a Golden Effie award.