Nonprofit Advertising Campaign. Effie Award Winner. Erika Saca. Ogilvy
Libras de Amor
Ending childhood malnutrition
Libras de Amor is a nonprofit working to eradicate childhood malnutrition El Salvador, where 1 in 4 children suffer malnutrition. LDA needed a breakthrough campaign to differentiate its cause from the many nonprofits helping children.
Putting a face to the statistics
The campaign was based on statistics which highlighted the brutal effects of childhood malnutrition. Putting a face to those numbers was key, so we traded the pie chart for a mise en scène to illustrate the facts of malnutrition. Each ad brought an otherwise abstract statistic to life.
Your pity won’t help. Your donation will.
The campaign payoff was a direct, urgent message, which called out our usual reactions in a desensitized society: "Your pity won’t help. Your donation will. Donate Now!"
Libras de Amor earned an Effie award 2 years in a row
LDA’s goal was to increase donations by 30%. After the launch, donations increased by 51%. The number of affiliates increased from 660 to 1,670 one year, a 153% increase.