The Brief

Foundation for Children has been founded in Thailand for many years aiming to help all aspects of lives of unfortunate children mainly aged less than 8 years old. Within a very limited budget, the foundation wants to help those children in deep rural areas who have less by talking to potential donors through a simple way that can truly engage the target and lead to the action, which is donation.

Creative Execution

The team has studied the lifestyle of the target and found out that paper doll is the best device that can be used as a common language that reminds the experience since the target was young, while we played our paper dolls. Normally, we have only 1 – 2 paper dolls but with a lot of costumes we can select and dress our doll. In contrast to those unfortunate kids, they have very few costumes and even have no clothes that protect them from the cold weather in the winter.

Describe the creative solution to the brief/objective.

The key challenge is how to create the universal communication device that can really engage and provoke the action to donate. The communication idea should be simple, yet provocative enough to trigger the target to act. On top of that, the approach to engage with the target to stimulate their action do not need to be depressive but rather be pleasant feeling.

Results

The selection of the device can create the shared feeling among the target and generate the public interest and lead to higher donation after the campaign.