Case study · Agence du Bénévolat
“Ech si benevole” Campaign
A lenticular poster that shows instead of explaining: as passers-by move, they discover that the person they just noticed is a volunteer.
DEVIL & DEMONS
- creative strategy
- campaign concepts
- graphic design
- video
- photography
- copywriting
- storytelling
- social media
- out-of-home
Key outcome
The insight
Saying that volunteering has no typical profile convinces no one; letting people see it does. Viewers first see someone they could pass in the street, then discover as they move that this person is a volunteer: the surprise carries the message.
Our deliberate choices
- Give up the explanatory pitch: no argument replaces the moment when viewers change angle and watch the person shift from everyday life to action.
- Set aside the portrait of the committed, exemplary volunteer in favor of ordinary people (firefighter, retiree, railway worker, accountant) whom everyone can place in their own circle.
- Make the medium itself the demonstration: the lenticular format is not a poster effect, it tells the story of the volunteer's double life.
- Keep a single visual language across all channels rather than separate creations for each medium, so that one idea is recognized from poster to screen.
The challenge
The problem
The Agence du Bénévolat wanted to strengthen its mission to promote volunteering in Luxembourg and asked us for a national campaign. The goal: raise awareness among a broad audience through strong, authentic visuals, showcase the diversity of volunteer commitments, and invite everyone to "make a difference" at their own scale. The campaign had to reveal the many faces of volunteering and show that, whatever their profile or availability, anyone can contribute to social cohesion.
- Changing mindsets, not just informing
- One message for five types of stakeholders
- A multilingual country to cover
- An impact to make measurable
Our response
We created the "Ech si Benevole" campaign, which ran from November 2024 to January 2025 with an original lenticular poster format. Depending on the viewing angle, each visual alternates between the volunteer in everyday life and the same person in action, underlining the message that anyone can be a volunteer. We orchestrated a multichannel media strategy: OOH advertising, press (Luxemburger Wort, Tageblatt, L'essentiel, Revue), radio (RTL), sponsored digital content (RTL.lu, wort.lu, lessentiel.lu) and social media, ensuring national visibility. Through inspiring portraits of a firefighter, a retiree, a railway worker, an accountant and others, the campaign makes a concrete invitation to get involved in serving the community.
- Portraits of highly varied profiles
- Lenticular visuals with a double reading
- Adaptations for each societal stakeholder
- Multichannel, multilingual distribution
Strategic approach
The central decision concerned the form of proof. We set aside an abstract call to get involved in favor of recognizable faces, and a conventional poster in favor of an object that makes people stop, move and look twice.
The "Ech si" concept
The campaign title is stated in the first person: "Ech si Benevole" means "I am a volunteer." The viewer is not being asked from the outside; they are handed the role. This wording carries the ambition to change perceptions before the first visual is even seen.
Double reading
Depending on the viewing angle, the lenticular format alternates between the person in their everyday life and in action as a volunteer. The mechanism makes the demonstration physical: you only have to move to understand that volunteering adds to an ordinary life without replacing it.
Gallery of portraits
Firefighter, retiree, railway worker, accountant: the portraits span different ages, jobs and availabilities. This diversity answers directly to the goal of valuing every form of commitment, and gives each audience a point of identification.
Media plan
OOH advertising opens the campaign in public space, press (Luxemburger Wort, Tageblatt, L'essentiel, Revue) and RTL radio bring the message into daily routines, sponsored content on RTL.lu, wort.lu and lessentiel.lu extends the gesture online, and social media relay the portraits. Each channel has a distinct role, and the campaign is then adapted for each societal stakeholder (institutions, associations, municipalities, companies, schools) to mobilize them.
The project in numbers
How we worked
-
01
Scoping
We set the underlying objective, building a culture of volunteering, and identified the audiences to reach: the general public, institutions, associations, municipalities, companies and schools.
-
02
Concept
We settled on the central idea, that volunteering has no typical profile, and chose to demonstrate it rather than state it.
-
03
Creation
We designed portraits with a double reading, from everyday life to action, for the lenticular format.
-
04
Rollout
We orchestrated multilingual, multichannel distribution: posters, press, radio, sponsored digital content and social media.
-
05
Follow-up
We tied the campaign to impact indicators, a condition for continuing the effort over time.
Results
The campaign gave volunteering a recognizable face nationwide, with a coordinated presence in public space, the press, radio and digital. Impact indicators are still to be consolidated with the Agence du Bénévolat.
3
news sites relaying the campaign through sponsored content: RTL.lu, wort.lu and lessentiel.lu
1
radio campaign on RTL
5
audiences addressed: institutions, associations, municipalities, companies and schools
Popcorn time
Each visual sets two moments of the same person against each other: everyday life on one side, commitment on the other.
Visual report
