Amnesty International "Every coin helps"

A low priced promotion should gain as many bounties as possible. At the same time it should gain new data of people who are willing to donate money for Amnesty activities. 5,000 lottery scratch tickets that showed a prisoner caught behind bars were produced. By scratching the bars with a coin you could eliminate them and set the prisoner free. Beneath the bars following headline was printed: A single coin may have a great effect, if you use it wisely". On the flipside people were asked to order a little present for their donation via an online form on www.amnesty.at.

Agency: DraftFCB Kobza Vienna, Austria.