The special "Promotion Girls": granny Maria, 82, granny Charlotte, 86 and granny Klara, 89, took to the streets and positioned themselves in situations that would require some form of assistance especially for persons of their age. When they receive some help from a responsive person, they would give out the campaign fliers that explain the initiative.
The Diakonie initiative also has a dedicated online presence at www.help-the-oma.de to introduce the grannies, as well as salute the people who helped them, and further explain the campaign.
"We are recruiting in places where older people often need help: in everyday life. People who offer a hand here are perfectly suitable for voluntary work at the Diakonie," Burkhart von Scheven, Chief Creative Officer Saatchi & Saatchi Germany, explains the idea behind the campaign.
"The 'Help For The Oma' depicts only a small part of the Diakonie's work, but it illustrates what all volunteers have in common: the love for people and their desire to help others."
The head of the Diakonie Frankfurt, pastor Dr. Michael Frase, points out that voluntary work is priceless and an integral part of some the institutions' work.
"The Diakonie Frankfurt offers voluntary workers of all age groups interesting possibilities. In some fields, with the work comes education and qualification that widens one's horizon, and strengthens and develops personal abilities. Voluntary commitment at the Diakonie Frankfurt gives people the chance to experience encounters and to get in touch with people, whom they wouldn't have met otherwise."
At the "Diakonisches Werk für Frankfurt am Main" more than 300 regular staff, as well as 400 volunteers work for more than 50 institutions. Voluntary work is an indispensable addition to the full-time work and has a long tradition at the Diakonie. As part of the "Evangelical Regional Association" the Diakonie provides versatile social work and also offers counseling.
Saatchi & Saatchi Germany has worked for the Diakonie Frankfurt since 2007. This commitment is part of the strategic focus of the Lovemarks Company. As a part of this cooperation, different projects have already been realized. Among others the TV-Spot "Santa" was produced for the "Centre for homeless" (Christmas 2008), as well as the film project "Woman in the mirror" (Fall 2009) and the provocative campaign "Do you see me now?", which got a Social EFFIE Shortlist nomination and several creative awards.
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