Cordaid Small Change, Big Difference
Cordaid, an international development organisation based in the Netherlands, won awards for outdoor advertising grappling with global poverty. The Cordaid organisation is structured around four programme sectors: Participation, Emergency Aid and Reconstruction , Health and Well-being and Entrepreneurship. This print advertising campaign features four Samburu men and women in drought-affected areas of Kenya posing like fashion models. Dutch readers are challenged to think about their buying behaviour. While we unthinkingly spend many millions, small amounts of money can make a big difference for people in need.
AFTERSHAVE € 35.-
Basics for a new home € 6.50.-
PINT OF BEER € 4.50.-
50 liters of fresh water € 1.50.-
SUNGLASSES € 24.-
Access to water € 8 .-
Food for a week € 4.-
The Cordaid campaign was developed at Saatchi & Saatchi, Amstelveen, by creative director Magnus Olsson, art director Tim Bishop, account supervisor Ard Krak, advertiser’s supervisor Alexandra van Nieuwenhuyzen, and photographer Calle Stoltz with producer Jan Willem Wiesenekker.
The People in Need campaign won a Silver Outdoor Lion at Cannes International Advertising Festival in 2007.