The charitable campaign, consolidating several brands receives Latvian public appreciation

All-Latvia “Butterfly effect” charitable campaign, on which the public relations agency A.W.Olsen & Partners/ Scholz & Friends Riga and its partners has been actively working commencing the beginning of this year, has received a great response among quite different benefactors. Such campaigns designed on consolidation of different brands for achievement of a joint goal shall seek more popularity in the future, as quite often they prove to be more advantageous and effective compared to mono -brand campaigns.

The “Butterfly effect” charitable campaign has officially commenced at the begging of April, 2009. The campaign objective: to assist graduates of the children’s homes to adapt into the community upon finishing their fostering institution.

All began when Latvian photographer Maris Kiselevs (www.marimoart.lv) created the concept and philosophy of the campaign, as well as its logo and corporate identification. Together with stage magicians Jelena and Gennadijs Panchevskiy was developed an idea of a free concerts held in the Latvian children’s homes, during those Maris Kiselevs took photos of children from the children’s homes, which became the core of the “Butterfly effect” photo album  as well as materials for a mobile photo exhibition. By introduction to the campaign of another brand, the Latvian Centre for Internet Research, an idea of “Experience Days” was born. The concept of this is people of different backgrounds and trades share their knowledge with children from children’s homes.

The „Butterfly Effect” specifics is consolidation of brands, which at different stages joined the campaign: Preses Nams that printed the albums free of charge, DPD courier mail executes free delivery of gifts to the children’s homes,

not to mention the Ministry of Culture, the Ministry of Children, Family and Integration Affairs, Latvijas Televīzija, Petits Publishing House, the creative group MARIMOart, the national news agency LETA, Mols Shopping Centre,  TOP radio, charity foundation Spārni,  European Hit Radio, Radio Skonto, Детки.lv, Star Concert, Delfi.lv, One.lv, Kleoo.lv…

“This model of charitable campaign, built not on the basis of just one brand, but consolidates a number of brands, jointly resolving a joint problem, has proven to be very attractive for the Latvian businessmen. On the one hand, it permits each participant to show his social responsibility, not remaining in the background; on the other hand it doesn’t require from each participant to invest a lot. I assume that in the future such campaign model will gain popularity”- notes Olga Kazaka

N.B. The campaign is ongoing and new brands wising to join in are not late! For more details, please visit the campaign blog: efekts.blogspot.com.