The brief: Encourage 20-25 year olds to give £5 a month to ActionAid.
Charities are associated with evoking guilt and using this emotion to encourage donations: we already have enough guilt in our lives, we don’t need more. A proposal for ActionAid to provide means for young people to say bollocks to guilt, with Bollocks to Poverty. Text the number with your guilty story to get it off your chest by helping a good cause.
All guilt stories are viewable on the website, with the world map allowing the user to enter a code after the donation to see where their money helps.
YCN Commended, 2010.
