Concern Worldwide’s Facebook app asks How Irish Are You?
Howard Lake | 17 March 2013 | News
International development charity Concern Worldwide has launched a Facebook app to celebrate St Patrick’s Day. In a humorous style it asks you “How Irish are you?” At the end of the quiz it invites players to make a donation to Concern.
The campaign has been created by digital agency Nonsense, and has been promoted with Facebook ads targeting potential St. Paddy’s Day revellers in the US, UK and Ireland.
The Facebook app takes people through a funny set of questions on subjects from how you react in a crisis, to what your favourite pub is like.
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The quiz ends with a question about how generous to charity the player is. Concern Worldwide, which was founded in Ireland, is happy to point out that Ireland is the most charitable nation in Europe in terms of gifts per head, according to the 2012 World Giving Index by Charities Aid Foundation. Players are given extra points for their ‘Irishness’ score if they choose to take a charitable action to support Concern.
Nonsense’s Creative Director, Rob Mosley, said: “The mechanic taps into people’s desire to get the highest score they can to incentivise the charitable action.”
At the end of the quiz players are encouraged to share their score on their Facebook timeline to try to persuade their friends to get involved.
Concern’s Digital Marketing Manager, James Barker, said: “St. Patrick’s Day is really important for Concern Worldwide, as we were established in Ireland over 40 years ago. We want to engage our supporters online in a fun, light-hearted way while highlighting the charitable nature of Irish people and encouraging others to give what they can to tackle hunger with Concern.”
www.facebook.com/concernworldwide/app_556867664332570
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.