UNICEF - "How tall are you"

Ogilvy South Africa

Ogilvy South Africa Bryanston, Sudáfrica

3279

Título	How tall are you
Agencia	Ogilvy South Africa
Campaña	How tall are you
Anunciante	UNICEF
Marca	UNICEF
Posted	Septiembre 2008
Sector Empresarial	Derechos Humanos
Lema	Children only have to be this tall to fight
Filosofía	The way to get the attention of any parent is through their children. And this is what we set out to do. Target Audience The "standees" were targeted at adults with children. They worked by drawing the children in and as a result the accompanying adults as well. As the children interacted with the "standees" they became part of the execution and their parents got hit by the full impact of the message.
Problema	UNICEF reports that there are welll 250 000 children in armed forces around the world. Our objective was to draw up people's attention to this fact and drive them to the UNICEF website where they would find more information on the Coalition to Stop the Use of Child Soldiers. All in engaging and cost effective way.
Resultado	The "standees" generated a lot of interest from children and adults alike. HITS on the UNICEF website also increased over two month campaign duration.
Medio	Exterior
Director artístico	Gavin Dexter
Director creativo	Fran Luckin
Director ejecutivo de creación	Gerry Human
Illustrator	Clive Kirk
Fotógrafo	Tristan McClaren
Responsable de conceptos / redactor	Tseliso Rangaka