Alena Srostlikova | Art Director - People in Need

The Red Phone

Client: People in Need / Člověk v tísni

Brief in short: People who face great financial difficulties often forget about the People in Need helpline.

Insight: One of the challenges people face when admitting they need help is taking the first step. Picking up the phone is so simple and it can be precisely the thing to help them get back on their feet.

Idea: Let's change the game and make the People in Need organization take the first step instead: call these people first and help them rise from debt.

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).

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:

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

I also created and 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.