It’s not often that I come across a campaign which blows me away, but The Lottery of Life by Save the Children has done just that! Perhaps it’s as much to do with the subject matter as well as the execution – but then surely that’s the point? They need to make people aware of what is going on in the World and tug at those heartstrings in order to get some donations!
The idea is to emphasise what life is like for children who are not lucky enough to be born in developed and relatively wealthy countries. By spinning the virtual wheel, you get the chance to be ‘born again’ in another part of the world, with lovely animation and video work including nice touches like your name on the baby’s name tag. You can then see an overview of what it would be like to be a child in that country. Your new birth place is posted on your Facebook page so that your friends can offer to ‘support’ you, which of course all links back to not only awareness of the issues, but also donations.
The campaign is also tied in offline with some wonderful poignant poster ads:
Even with the technical issues I came across (I got the Swedish link to the Facebook app instead of an English one) and the fact that it could be more promoted on their main website, I still love this campaign!