| Title | BLUEPRINTS ONLINE |
| Brand | UNICEF |
| Product / Service | ONLINE DONATION DRIVE |
| Category | A05. Public Service, Charity & Fund Raising |
| Entrant | TBWA\AGENCY.COM Shanghai, CHINA |
| Entrant Company: | TBWA\AGENCY.COM Shanghai, CHINA |
| Advertising/Web Design Agency: | TBWA\AGENCY.COM Shanghai, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Eugene Chew | TBWA\agency.com | General Manager |
| Lincoln Damen | TBWA\agency.com | Creative Director |
| Heather Zhao | TBWA\agency.com | Account Manager |
| Eric Guo | TBWA\agency.com | Senior Techonlogy Producer |
| Vincent Cao | TBWA\agency.com | Art Designer |
| Alex Zhang | TBWA\tequila\beijing | Associate Account Director |
Tapping into growing social awareness following the Sichuan earthquake, we helped UNICEF launch a new breed of charity fundraising in China, tapping into the power of social networking to drive online donations and group fundraising. Using photos of children as a catalyst, Blueprints allows donors to unlock a portion of each photo. Each donation visually reveals Chinese people’s generosity, social awareness and willingness to help. We negotiated with portals to donate millions of RMB worth of ad space, driving thousands of donations on the website, and creating a long-term revenue stream for UNICEF to help children in need.