 |
Top 6: October 14th 2009
The African continent has the world's highest number of child soldiers, fighting in wars they don't believe in, for causes they don’t understand. UNICEF extract many of these … read morechildren from combat and reintegrate them into society. Y&R Johannesburg's aim was to rally support for this programme. Sending out a direct mailer that garners support for UNICEF's child soldier programme. Initially, the mailer appears to be a typical packet of toy soldiers, but once opened, the recipient finds that the figurines are in fact children - reading books, playing soccer, riding bikes and doing other childhood activities. Results: The package went to UNICEF supporter mailing lists as well as potential corporate sponsors. Awareness is up, and beyond the desired reaction from the recipients, many compliments are being received about the unique way in which it was put forward. More than a simple message, it’s an ongoing reminder of the realities these children face every day.
read less...
|
Gold sponsors
The Best Ad Jobs
Retrieving latest jobs
Visit Campaign Brief for Australian creative
advertising news
|
 |
