Integrated communication campaign for AWO flood relief
Integrated communication
campaign for AWO flood relief
Initial situation
A challenge between everyday life and bureaucracy
Many people affected by the 2021 floods were unaware that funding for reconstruction is still available today. Between everyday life, reconstruction, and bureaucratic requirements, it is often difficult to keep track of everything. The task: to develop an integrated communication campaign that draws attention to existing subsidies, highlights the advice and support offered by the AWO, and reaches a diverse target group – including older people with limited access to the internet. The aim was to create communication that attracts attention, simplifies access, and reaches those affected in their everyday lives.
Media in the media mix
Implementation
A media mix that truly reaches target groups
The integrated communication campaign by AWO Flood Relief combines analog and digital media into a consistent system. The media mix of out-of-home motifs, transport advertising, flyers, social media, waiting room TV, and regionally targeted Google Ads is based on real points of contact with the target groups. In this way, the campaign brings the topic of reconstruction aid into people’s everyday lives and draws attention to the support services offered by AWO Mittelrhein.
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Click-through rate Google Ads campaign
campaign mechanics
“The water is gone…”
The basic communication principle works with recurring, modular headlines:
“The water is gone…”
– … the AWO is still there.
– … the help is still there.
– … the paperwork isn’t.
– … the subsidies aren’t.
This structure creates consistency, quick recognition, and facilitates content classification.
Out-of-home locations
Design
A visual language for clarity and reliability
The design follows a minimalist and sensitive approach. Images of destruction were deliberately avoided so as not to cause additional distress to those affected. It is clearly based on the
Illustration
Visual complement for clear communication
Minimalist illustrations are used to complement the information architecture. They are based on clear lines and abstract forms. The clear, explanatory form of presentation enhances the accessibility of the content and forms a visual bridge between the text and the consulting situation.
“With its integrated campaign, CRENEO has ensured that our messages are visible, understandable, and accessible. The chosen media reflect the realities of life for those affected and have noticeably led to more people taking advantage of our support.”
Isolde Weber, Head of Public Relations, AWO Mittelrhein
Conclusion
Visibility, trust, and concrete activation
The integrated communication campaign lowers inhibitions and directs those affected directly to the counseling services offered by AWO Mittelrhein. Analog and digital measures effectively reach different target groups in a location-specific manner. The clear language and consistent design have a binding and trust-building effect in a sensitive context.
