Heifer International is “on a mission to end hunger and poverty in a sustainable way by supporting and investing alongside local farmers and their communities.”
Insight: Unwanted gifts are usually regifted.
Big idea: Break the cycle of regifting lame gifts by
donating to Heifer International in someone’s name.
Digital
A series of digital ads will live online and on digital billboards reminding consumers that their next gift to a loved one doesn’t have to be something last minute and tacky, but instead, something meaningful and impactful.
Experiential
For one month, Heifer International will open a pop-up thrift store in which consumers can trade in their gag gifts for credits to go towards purchasing a donation through the charity.
Consumers can also browse and purchase items donated by others. Money earned will go towards Heifer International and their efforts to curb world hunger.
Digital
In conjunction with Heifer International’s pop-up thrift store, there will also be an app that allows users to sell gag gifts for store credits.
The Heifer Thrift app will host peer to peer sales. The money paid by the buyer for a gag gift will go directly to Heifer International, and the seller will receive credits which can only be used to make donations.
Consumers can collect credits digitally and make donations in their name or in someone else’s directly within the app.
The app also allows users to directly purchase credits and make a donation, without having to sell anything.
