SCAN AND HELP is a display advertising campaign that uses Mobile Tags to gather donations and form real human connections.
Scan and Help
If a person in a developing country could reach out to you directly and ask for your help, wouldn’t you give it to them? That’s the premise behind SCAN AND HELP, a display advertising campaign that uses Mobile Tags to connect people in the first world with people in developing countries.
Posters displayed in subways, on buildings and in other high traffic areas carry a Mobile Tag and the simple message “SCAN AND HELP”.
Scanning the tag will launch an augmented reality application that will let users explore the environment of the person on the poster (who may be a relief worker or aid recipient).
The pictures and videos of the environment will be supplemented with data and information about living conditions in the location. At any time, users will be able to click on a link and donate funds to the relief campaign servicing that location.
Within the same application, users can also access a profile of the person in the picture. This profile will give contact info for the person, a list of the projects they are involved in, and supporting pictures and videos. The photograph of the person will appear as a ghostly image but this image will change as more funds are donated. As the amount of money raised gets nearer the target the person will appear less spectral, going from a forgotten “ghost” to a real human being.
The transformation will encourage repeated use of the application (and hopefully repeated donations) and the strategic placement of the posters will help make launching SCAN AND HELP a daily habit for commuters and office workers.
Ultimately, SCAN AND HELP will not only raise funds for those in need but also form a real human connection between people in different cultures all around the world (one of the key goals of the UNICEF organization).
PSFK’s Future of Mobile Tagging report presents key trends in the mobile tagging space, so as to inspire creative agencies about their future use of technologies that include QR codes, barcodes and Microsoft Tags in branding and communication campaigns. This document brings together both literal and lateral inspiration to provide a framework within which organizations can begin to contemplate the issues facing the U.S. Fund for UNICEF and their fundraising efforts.
To start this exciting conversation, PSFK challenged advertising and design agencies from around the world to react to the Future of Mobile Tagging report. They were tasked with developing concepts making use of Microsoft Tag to address one or more or the needs set forth by the U.S. Fund for UNICEF in a creative brief. The end result of this initial phase of ideation is a set of 10 standout concept programs, including the one described above.
Created by: Zemoga Inc. New York City & Bogotá, Columbia
Team: Juan Camilo Sánchez, Design Lead Luis Alveart, Designer Nelson Morales, Designer
Contact: Contact: Daniel V. Licht, Principal, Creative. firstname.lastname@example.org