‘Generosity is a super power’ says national fundraising push in France

A recent campaign led by France générosités and supported by its members aimed to encourage more charitable giving among those aged 25 to 50 by portraying generosity as a super power.

#SuperPouvoirDuDon (#SuperPowerOfDonation) launched on 5 February 2024, for an initial two-week period, across a range of channels including outdoor advertising, television and online.

Its central concept was the idea that generosity is a super power, with a France générosités announcement saying that #SuperPouvoirDuDon “carries a positive message by highlighting the generosity which, alongside associations and foundations, allows us to act concretely and positively for all causes of general interest”.

“Each individual can, in their own way, activate this super power in different ways,” the announcement continues.

The campaign encouraged people to visit a #SuperPouvoirDuDon microsite, on which they could take part in a short quiz to ‘discover your super power’ – for example, empathic generosity, as well as find more information about causes that might be relevant to them, and how to support them.

The campaign microsite is part of Infodon.fr, which is the public-facing resource maintained by France générosités.

According to France générosités, there were 16 media partners of the campaign include JC Decaux, which is the world’s largest outdoor advertising agency and is based in Paris, telecoms provider Orange, as well as media groups WarnerBros Média, TF1+ and Médiawan.

A range of campaign assets were made available via Google Drive.

Nadège Rodrigues, director of research and communication at France générosités, told Fundraising Europe that 99 of the organisation’s 143 members got involved in the campaign, and that #SuperPouvoirDuDon will run again next year, with new features. She added:

“It was a great collective moment to promote, together and with one voice, the importance and usefulness of everyone’s generosity!”

Picture by Belle & Co