Project Title: 20 Years of wayers – A Legacy of Values
To celebrate the 20th anniversary of wayers, a dynamic awareness campaign was launched to spotlight the company’s core values: courage, impact, community, realness, and guidance. The campaign centered around a series of short video ads, each representing a different travel category and showcasing the transformative experiences available through wayers' diverse projects.
As part of the anniversary celebration, wayers offered a 20% discount on trips to Ghana, honoring the first destination the company introduced two decades ago. The campaign also included a participatory social media initiative: past and present volunteers were invited to nominate and vote on impactful projects. The top five projects received a €20,000 donation from wayers, underscoring the brand’s commitment to long-term community support.
This multifaceted campaign not only honored the company’s journey but also deepened engagement with its global community and reinforced its mission-driven identity.
