UNEQUAL CHILDHOOD PAPER-CUTTING CAMPAIGN

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TitleUNEQUAL CHILDHOOD PAPER-CUTTING CAMPAIGN
BrandCHRISTINA NOBLE CHILDREN'S FOUNDATION
Product / ServiceCHARITY
CategoryA03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
EntrantLEO BURNETT Hong Kong, HONG KONG
Entrant Company:LEO BURNETT Hong Kong, HONG KONG
Design/Advertising Agency:LEO BURNETT Hong Kong, HONG KONG

Credits

Credits

Name Company Position
Connie Lo Leo Burnett Hong Kong Executive Creative Director
Kiu Chan Leo Burnett Hong Kong Senior Copywriter
Cyrus Ho Leo Burnett Hong Kong Senior Copywriter
Katie Ng Leo Burnett Hong Kong Senior Art Director
Mike Wong Leo Burnett Hong Kong Art Director
Timothy Li Leo Burnett Hong Kong Senior Art Director
Chen Jie Rong Designer / Illustrator

Brief Explanation

Christina Noble Children's Foundation (CNCF) as a charity organization is determined to make HK public aware of this inequality, and seek their support in helping street children. To illustrate this message of inequality, we used traditional paper cut. Traditionally the pattern is supposed to be symmetrical. But we intended to make it asymmetric, with one side depicting a child in a loving family, and the other side showing the child in an abusive environment.

The Brief

Every child should be born equal. But in reality, some are living a good life while others have no home to go to, and as a result, suffer constantly from violent abuse and sexual exploitation.

How the final design was conceived

To illustrate this message of inequality, we used traditional paper cut. Traditionally the pattern is supposed to be symmetrical. But we intended to make it asymmetric, with one side depicting a child in a loving family, and the other side showing the child in an abusive environment. Even the headline is also a symmetric word play. The three Chinese characters on both sides are exactly the same but in reverse order, so when you turn the words around, the opposite meaning will be conveyed. In our case, conveying the message of inequality is quicker thanks to the asymmetric design.

Indication of how successful the outcome was in the market

This piece of paper cut is inserted into magazines, accompanied by 2 pages of advertorial with genuine street children stories about how CNCF helped them in bringing them love, care, accommodation and education. The whole package, paper cutting insert and advertorial, works with each other in grasping people's attention and eventually bring more awareness and gather support for the foundation.