A Campaign to raise awareness about the “5x1000” initiative, using an engaging and innovative approach to connect with the public.
The central character of the campaign is “The Number,” which at first appears to be a secret code unlocking some kind of challenge. In reality, it's the tax code needed to allocate one’s 5x1000 contribution to Save the Children.
CLIENT
SAVE THE CHILDREN
AGENCY
THINKINGHAT
Year
2025
Role
ART DIRECTion
VISUAL DESIGN
By scanning the QR code, users enter a game-like experience where they swipe to choose whether they would make certain everyday decisions themselves or let others decide for them. The final question focuses on the 5x1000 contribution, driving home the point: if you don’t choose where your taxes go, someone else will choose for you.
The campaign concludes with an informational and awareness-focused landing page, designed to clearly explain to users how, when, and why to allocate their 5x1000 to Save the Children. To support online dissemination, we also created dedicated content for social media channels.