The Polish Red Cross feeds a lot of hungry children in Poland, and rely on donations to make this happen. So to encourage more donations among the people who can afford to give - restaurant goers - they made a new way of laying your cutlery o the plate. If fork & knofe to the side is good manners for "I'm done with my food", then fork and knife as a plus sign is very good manners for. "I'm done with my food and you may add X% to my bill so I donate to the Red Cross". It's a very clever way of getting people to participate and the case study shows how well it worked.

Agency: Cheil Poland

Marcin Talarek - Creative Director
Wojciech Kowalik - Creative
Maciej Kozina - Creative
Piotr Zawałło - Designer
Michał Sierzchuła - Animation
Krzysztof Korolewski - DTP
Jakub Kozina - Web Designer
Digital Studio - Web Development
Agata Wołkowicka - Producer (Agency)
Maciej Sobieski - Project Manager
Maria Smoleńska - Project Manger
Barbara Marzec - Project Manager
Aleksandra Monczak - Project Manager
Laura Abdall - Social Media
Zbigniew Borowski - Social Media
FDR Studio - Animation
Adrian Pawłowski - Producer (Film Fiction)
Kazimierz Zbąski - Director

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Comments (4)

  • Kat Smith's picture
    Kat Smith (not verified)

    Love this idea. Hope it works!

    Mar 07, 2014

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.