The Brief

The objective of the Promotion was two fold: 1. Raise awareness of Unicef and its work in helping needy children around the world. 2. Get the general public to join our donation programme.

Creative Execution

In our country, the national favourite passtime is shopping at the weekend. Each Saturday the malls and supermarkets are crammed full of shoppers. There are a lot of charities asking for donations, However, compassion fatigue is high. People are tired of being constantly asked for money. We needed a fresh, unexpected way to get peoples attention, make them think, and donate.

Describe the creative solution to the brief/objective.

When we showed the concept to Unicef they found it an impactful mechanism for generating awareness. From the original scripts presented, only a few minor words of copy were changed. However, we sensed something was lacking in the offer when we presented it to supermarkets. it wasn't about the supermarket, or its involvement. We changed our boards to reflect the fact that this was a project between supermarkets and Unicef. Instantly we found this created more interest. We also added POS materials. This re-enforced the message further as people walked each isle.

Results

When Unicef compared the usual figures for a normal event with our 'Attention Shoppers' project. They found there was a considerable increase in donations. And lives saved as a result. Please see our video for more explanation. The campaign will now roll out across the 2 biggest supermarket chains in the country. As the year goes on, the campaign will become regional and global. It's now a matter of making it happen, and offering more of the world's shoppers the opportunity to save the most important thing on earth. The lives of children.