Handprint Campaign

Behind a child losing their home, there is rarely a lack of love — more often, it is a financial or life-situation crisis. The goal of SOS Children’s Villages is to prevent children from being removed from their families by strengthening parents through family support programmes, whether the crisis is caused by illness, job loss or housing instability.

The Handprint Campaign made this mission visible by mobilising the public, the media, and corporate partners simultaneously: for every online “handprint”, Dr. Oetker donated 500 Hungarian forints to the foundation’s family-strengthening programme.

Over the six-week campaign, participants could leave a virtual handprint on the campaign website to show their solidarity and support for SOS Children’s Villages’ work. Each handprint was converted into a tangible donation by Dr. Oetker, turning community engagement into real help. The face of the campaign was Győző Szabó, and numerous well-known figures also joined, including Vera Tóth, Gergő Oláh, Ági Szalóki, Sena, Viktor Kassai and Olympic champion Attila Vajda.

Results in numbers

• 5046 virtual handprints on the website
• 2.5 million HUF donation from Dr. Oetker
• 88,549,453 online impressions
• 118,080 clicks
• 50,000 website visitors

A cross-platform strategy

The Handprint Campaign demonstrated that a strong visual symbol combined with a low participation barrier is an ideal formula for social campaigns. The multi-platform strategy — web, social media, PR, influencer marketing and earned media — placed community involvement at the centre.

The consistent and brand-appropriate visual identity supported both the non-profit and the corporate partner in building their brand image.

The campaign’s success was rooted in a clear, positive message, a meaningful action linked to a symbolic gesture, and fully transparent, measurable results.

Building a base of regular supporters

Beyond awareness-raising, the campaign had a long-term strategic purpose: SOS Children’s Villages aimed to reach new supporters who, through providing their details during participation, could later be integrated into the organisation’s regular donor base.

Regular donors form the most stable foundation of any non-profit’s operation. Their ongoing contributions allow organisations to plan, make long-term commitments and build sustainable programmes — rather than reacting only to crises. This type of predictable funding provides stability that state or grant-based funding often cannot.

Credibility and brand alignment

For Dr. Oetker, the campaign was more than corporate giving — it created a meaningful link between the brand’s values and its consumers. The family-friendly, trustworthy and responsible brand image aligned naturally with SOS’s mission.

“It is important for us not only to contribute as a corporate donor to the work of SOS Children’s Villages but also to play an active role in reaching private donors.”
— Csaba Kálmán, Managing Director, Dr. Oetker Hungary

The campaign generated additional earned media beyond the planned coverage: PR articles, interviews, influencer collaborations and personal brand attachments strengthened the overall impact.

From passive giving to real partnership

The cooperation between Dr. Oetker and SOS Children’s Villages was founded on shared brand values, resulting in an authentic partnership that strengthened both brands. Through coordinated communication, the corporate and non-profit partners created a joint platform that delivered value for all stakeholders.

“It is reassuring to see that the cause of keeping families together resonated with so many people. We will use the donated amount to fund the professional training of our colleagues so that our [regular donor recruitment] programme can start as soon as possible.”
— Diána Andri, Director of Fundraising and Communications, SOS Children’s Villages