Alena Srostlikova | Art Director - People in Need

A campaign that changed the law

Client: People in Need / Člověk v tísni

Background:

1) In the Czech Republic, one in every ten individuals faces serious debt. The issue is that these people are often reluctant to discuss their problems and seek help.

2) In general, people may experience anxiety about dialing a phone number.

Brief in short:

Individuals facing significant financial difficulties often overlook the People in Need helpline, an effective starting point for resolving their financial struggles. Therefore, raise awareness of the helpline.

Insight:

One of the challenges people encounter when seeking help is taking the initial step. People in a similar position are generally hesitant to be the first one to dial the number.

Idea:

Let's shift the dynamic and have the People in Need organization take the first step: proactively call these individuals and help them rise from debt.

Result:

– 76 % more calls

– Change in the Czech legislative

– Milostivé léto was introduced by the Czech Government – a legal regulation allowing for the exemption of debts related to social insurance, taxes, and certain other receivables.

Surprisingly, our campaign got attention from one of the most favorite Czech politicians - Jan Farsky.

Not only he had shared our campaign on social media raising further awareness and engagement, but he also introduced the problem to the Czech government. After that “Milostivé léto“ scheme was introduced that allowed people in debt to pay their initial fines without interest (which may had risen by thousands of percent throughout the years).

Media

These are just a couple of media mentions that spread the message further for free. Media share was booming.

More about the creative process

Creating such a smooth 3D model has been all about my clear art director's vision, honest, direct constructive feedback, and attention to detail.

Initial idea sketch:

Storyboard

I also created a storyboard for an online spot that would later put further emphasis on how many Czechs are in debt to create even more awareness. To be honest, I enjoyed this part as well.

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Radio

With our copywriters, we scripted a radio ad containing authentic real stories.

I also designed a stand with our 3D model with embedded sound. People could either listen to authentic stories of Czechs in debt or directly donate their money to wipe out debts of these people thru QR code that was on the side and below the phone itself.