Non-Profit Communication

Here is a really good campaign from UNICEF South Africa created by Y&R Johannesburg:

The interesting aspect of this campaign is that they used oppositions to make people react. For example, they opposed two perceptions of toys. You have on one side the children/toys relation; commonly they consider their toys as their own world, here to listen to their pain, secrets and even to protect them. Conversely, adults consider them like harmless objects. And we all know, as grown up, that they can’t protect children.

On the other hand, the realization reinforces this effect. We are in a child room and the toys are protecting him/her from the outside. The interesting point is that the child is in a dark bedroom, which seems to be safer than outside where there is some light. And usually we feel more secure when there is light.

In addition, we are in the same room and we are just looking at a situation, not knowing what is behind the door. Letting people imagine what may happened can be more powerful than showing abuses. So, in asking that question “If you don’t fight child abuse, who will?” they encourage people to take a decision, to act. And we know that toys won’t protect children if we don’t. This is a really good fundraising campaign! Good job!

Source: adsoftheworld

Tags: child, Fundraising campaign, Print, UNICEF

This entry was posted on Jeudi, mai 6th, 2010 at 0 h 33 min and is filed under Fundraising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.