'Concrete Jungle' Wins Best Fundraising Campaign Award at Campaign For Good Awards 2019

12/07/2019

Don't Panic

Advertising Agency

London, United Kingdom

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12/07/2019

The campaign for the Sumatran Orangutan Society presented what the life of Jungle Book characters would be like if they were left stranded on city streets around the world

'Concrete Jungle' has won this year's Best Fundraising Campaign Award at The Campaign For Good Awards.

The campaign stemmed from the Sumatran Orangutan Society's desire to increase donations to the Rainforest Home Appeal: a fund to buy back a palm oil plantation and restore it into a safe haven for endangered species.

Don't Panic thus decided to make the devastating effects of deforestation relatable to an international audience, using the much loved characters of Disney’s Jungle Book to the streets of the world’s biggest cities.

The campaign produced an incredibly strong sense of nostalgia. This, coupled with the universal familiarity of their surroundings, brought the issue of deforestation and the long term impact on wildlife home to thousands, making the issues relatable and turning emotion into a global desire to act.

The full £870,000 needed to buy back the plantation was raised, with donations from 42 countries.

The film has also been seen more than one million times across Facebook, Instagram and Twitter (as of March 2019), introducing the brand to a new global audience and growing the SOS Instagram account by 10,000.

Also shortlisted for the award were:

'Action for children – Secret Santa' by Arthur London & The Kite Factory for Action for Children
'A difficult read' by MediCinema
'Driving blood stem cell registrations' by Four Communications Group for DKMS
'Harvest appeal 2018: together we're powerful #StandTogether' by Christian Aid

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Brand

Agency / Creative

Hires, Wins & Business in association withLBB

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