Case Study: 11.11.11 unlocks a new donation channel with VMLY&R's Ecocheque Hack

11.11.11 reaches 9 million people with VMLY&R through The Ecocheque Hack

11.11.11, a Belgian NGO fighting climate injustice, faced a challenge where government-issued ecocheques could not be used to make donations to eco-charities. Partnering with VMLY&R, they sought to unlock this potential new funding channel by finding a creative way to circumvent the legal restriction.

VMLY&R implemented "The Ecocheque Hack," a solution that leveraged a legal loophole allowing ecocheques to be used for second-hand products. They established a webshop where people could symbolically purchase items rendered useless by climate change, effectively enabling donations. This campaign by VMLY&R reached over 9 million people, increased the NGO's potential donor base by 34%, and unlocked an estimated €347 million value for this new donation channel.

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