|Title||ONE CHILD'S TOY, ANOTHER CHILD'S PAIN|
|Product / Service||METRO FOR CHILDREN|
|Category||A07. Point of Sale|
|Entrant||GREY GROUP, SINGAPORE|
|Entrant Company||GREY GROUP, SINGAPORE|
|Advertising Agency||GREY GROUP, SINGAPORE|
|Fedinandus Oen||Grey Group Singapore||Digital Retouching Artist|
|Iskandar Abdul Kader||Grey Group Singapore||Senior Regional Art Buyer|
|Adrian Koh||Gaia Films Pte Ltd||Photographer|
|Bobby Aguila||Grey Group Singapore||Photographer|
|Jacqueline Tan||Metro Pte Ltd||Marketing Services Assistant Manager|
|Linda Avriani||Grey Group Singapore||Senior Account Executive|
|Penelope Wetherill||Grey Group Singapore||Group Account Director|
|Bobby Koh||Grey Group Singapore||Production Manager|
|Sandra Ong||Grey Group Singapore||Producer|
|Tan Giap How||Grey Group Singapore||Head Of Art|
|Dunstan Lee||Grey Group Singapore||Copywriter|
|Tan Zi Wei||Grey Group Singapore||Art Director|
|Deng Yingzhi||Grey Group Singapore||Senior Art Director/Designer|
|Ali Shabaz||Grey Group Singapore||Chief Creative Officer|
The key challenge was to find a powerful, engaging way to connect the target audience to the issue. And find a relevant media and opportunity to do so. Our key objective was to get them to rethink the issue of child labour and be more active in helping to stop it.
Around the world, one child in every seven is a child labourer. That's over 250 million kids robbed of their childhood, from as young as 5 years old. One way to stop the cycle is to provide them with an education. Metro for Children, a charity initiative, wanted to raise funds for that, while also increasing awareness of the issue.
The best time to reach out to the shoppers is when they're thinking of children. That is, when buying toys. Combining that with the insight - what's used by child labourers to make a living, could just be toys to another child - toy packaging was the perfect solution. So we created 3 different toy boxes. These looked ordinary at first, but later, left shoppers with a surprise. We twisted text on the boxes, such that they reflected child labourers' sufferings. The boxes were placed in a department store, with a 'sales promoter' to share details and encourage donations.
Throughout the one-month campaign, funds were raised for the education and rehabilitation of child labourers. Many shoppers wanted to take the boxes back to help spread the word. Beyond these, we got people to re-think what they are buying. And how they have the power to change the lives of the victims.