AWO Mittelrhein campaign – Flood relief 2021: Visibility for concrete help
Campaign measures
“The water is gone—but the aid remains”
With its flood relief campaign, AWO Mittelrhein is supporting people in the regions affected by the 2021 floods. Working closely together, we have developed a multi-stage, cross-media communication strategy to raise awareness of existing relief efforts – close to the people, targeted at the region.
The AWO Mittelrhein Flood Relief 2021 campaign focused on the question: How can we reach those affected where they are – in their everyday lives, in public spaces, and on digital channels? Our answer: a tailored media mix of traditional and digital measures.
- 18/1 posters in high-traffic locations in affected regions
- Posters in buses to create visibility in local transport
- Moving image animations on waiting room TVs in doctors’ offices
- Flyers distributed via AWO advice centers, regional supermarkets, and pharmacies
- Social media posts tailored to target groups
- Google Ads campaign, regionally targeted by postal code
The targeted combination of channels created a consistent presence—informative, attention-grabbing, and with a clear message: help is still available.
Impact & Added Value
The AWO Mittelrhein Flood Relief 2021 campaign has one central goal: to reach people who are still suffering from the effects of the flood disaster—many of whom are unaware that funding and support are still available.
This is precisely where the campaign comes in, lowering inhibitions and directing people straight to specific sources of help. While posters and flyers appealed particularly to older target groups, social media and Google Ads ensured digital visibility in the relevant regions.
AWO Mittelrhein not only provides support with applications and administrative procedures, but also provides information about the so-called AWO 20 percent donation application, which allows those affected to cover their own contribution with donations.
Consistent design and clear language across all media channels strengthen trust and recognition—crucial factors when dealing with sensitive topics such as personal disaster management.
Conclusion
The AWO Mittelrhein Flood Relief 2021 campaign shows how strategic communication can provide real help: through visibility, targeted outreach, and low-threshold information services.
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