The Brief

Everyone knows that children in Africa are dying from starvation. However, there are not that many people who actually help those children. This campaign was planned to show people that every five seconds a child in Africa dies from starvation and to allow those who recognize the severity of the situation to give a donation on the spot.

Describe how the promotion developed from concept to implementation

We used balloons floating away into the air to represent the children in Africa dying from starvation. We encouraged people to naturally participate in giving donations and allowed people to personally hold on to the balloons as they were let go to float away.

Describe the success of the promotion with both client and consumer including some quantifiable results

During the campaign, participants that gathered around the booth held on to about 2,000 balloons. Also, about 20,000 participants were recorded to have participated through the web site. The donation amount of 30 million won was delivered to the children through UNICEF. Further, this campaign became widely known to more people through newspaper articles and SNS postings. Now, we are preparing for the second campaign.

Explain why the method of promotion was most relevant to the product or service

We suspended thousands of balloons on which the faces of the African children were drawn. Whenever every five seconds passed by on the clock hung on the outer wall of the booth, we untied a balloon to float away to make it seem like a single life was let go of. Those who felt pity for the children voluntarily gave donations and personally held on to the balloon to keep it from floating away. We also conducted balloon catching games in real-time on our web site which was accessible through the QR code.