| Title | ORPHANS OF HIV |
| Brand | UNICEF |
| Product / Service | SUPERMARKET ANNOUNCEMENT PROJECT |
| Category | B05. Stunts & Live Advertising |
| Entrant | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company: | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| Advertising Agency: | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
Credits | |
| Chief Creative Officer | Edward Ong |
| Executive Creative Director | Steve Hough |
| Copywriter | Steve Hough/Sathi Anand |
| Advertiser's Supervisor | Joyce Wong Wan Erl |
| Account Supervisor | Desmond Liew/Michael Wong |
| Producer | Robert Aw/Lufi Fouzee |
| Art Buyer | T L Tan |
| Art Director | Joshua Tay/Bobby Chan |
| Other Credits | Regional Creative Director: Marcus Rebeschini |
The advertising ran over the PA system of shopping malls. What began as a normal ‘Attention Shoppers’ announcement turned into a plea for help for orphans of HIV. Listeners were subsequently directed to Unicef booths located near the entrance. Additionally, the campaign was supported by POS materials placed strategically around the supermarket. Altogether, there was a considerable increase in donations compared to regular fund raising activities. The campaign ran in two of the biggest supermarket chains in the country and is expected to roll out regionally.