Industry
Non-profit / Social Impact
Project
Pro Bono Social Impact Campaign
Heti Betevő is a Hungarian nonprofit organisation providing hot meals to people in need, built around a simple idea: consistent, human support can make a tangible difference.
Our partnership began with a pro bono 1% campaign, but it quickly became more than an agency assignment. We joined the organisation's food distributions ourselves, meeting and serving more than 300 people whose everyday reality would become the human foundation of the campaign.
HOW DO YOU ASK PEOPLE TO CARE WHEN EVERYONE IS ALREADY ASKING FOR THEIR ATTENTION?
The 1% donation period is one of the most competitive communication environments for Hungarian nonprofit organisations. Heti Betevő had to earn attention in the middle of political noise, digital clutter and hundreds of organisations asking for the same decision.
There was no media budget. No production budget. And the subject itself created another barrier: people often turn away from poverty not because they do not care, but because caring can be uncomfortable.
The challenge was therefore not simply visibility. It was finding a way to make people stop — without exploiting the people we wanted them to help.
DIGNITY INSTEAD OF GUILT.
Our starting point came from the food distributions themselves.
After hundreds of real encounters, one insight became impossible to ignore: people often look away from those in need because looking means acknowledging something they would rather not confront.
We decided not to fight that reaction with shock, pity or guilt.
Instead, we turned the act of looking away into the central strategic tension of the campaign — while keeping the people represented in the communication protected and treated with dignity.
DON'T TURN AWAY.
TURN YOUR 1% TOWARD THEM.
The campaign transformed a familiar human reaction into a direct call to action.
Stock portraits allowed us to protect the privacy and dignity of the people Heti Betevő supports, while the copy connected the emotional idea directly to the tangible impact of an individual decision.
Supporting messages included:
FOR YOU: 1 DECISION.
FOR THEM: 100 HOT MEALS.
/
YOU WERE TAKEN CARE OF.
WILL YOU TAKE CARE OF SOMEONE TOO?
WHEN ATTENTION TURNS INTO ACTION.
MMSZ Marketing Diamond Award — Winner
Social Impact
Prizma Award — Shortlist
Nonprofit Campaigns
HUF 4.3M+ raised
And, more importantly, the campaign did not end with the award entries or the 1% period. Our relationship with Heti Betevő continued beyond the campaign — because the cause did too.