KITES OF HOPE

Bronze Spike

Demo Film

Presentation Image

TitleKITES OF HOPE
BrandROSHNI HELPLINE
Product / ServiceROSHNI HELPLINE
CategoryE02. Small Scale Special Solutions
EntrantY&R SINGAPORE, SINGAPORE
Idea Creation Y&R SINGAPORE, SINGAPORE
Contributing SPECTRUM Y&R Karachi, PAKISTAN

Credits

Name Company Position
Viraj Chouhan Y&R Singapore Senior Copywriter
Mindy Tulsi Y&R Singapore Agency Producer
Bilal Khan Spectrum Y&R Karachi Senior Strategic Planner
Ghazala Ahmed Spectrum Y&R Karachi Director Social Marketing
Niladri Deb Rediffusion Y&R Kolkata Art Director
Mazhar Raza Spectrum Y&R Karachi Executive Creative Director
Khalid Nayeem Spectrum Y&R Karachi Group Account Director
Kamal Jafri Spectrum Y&R Karachi HR Manager
Nida Jafri Spectrum Y&R Karachi Digital Media Manager
thequietlab thequietlab Post Production
Masood Ansari Spectrum Y&R Karachi Production Manager
Saleem Farooq Spectrum Y&R Karachi Media Head
Cynthia Subrata Y&R Singapore Junior Art Director
Varun Sohal Y&R Singapore Junior Creative Assistant
Jessica Chen Y&R Singapore Junior Planner
Adil Abbas Y&R Singapore Non-linear Editor
Daryl Low Y&R Singapore Graphic Designer
Marcus Rebeschini Y&R Asia Executive Creative Director
Hari Ramanathan Y&R Asia Chief Strategy Officer
Alvaro Bruch Y&R Singapore Digital Lead
Joao Leal Pereira Y&R Singapore Senior Designer
Anne Lee Y&R Singapore Production Manager
Komal Bedi Sohal Y&R Singapore Chief Creative Officer, Singapore

Brief Explanation

We transformed a cultural icon of Pakistani childhood – the Kite – into a communication vehicle to reunite missing children with their families. Over 4,000 kites were printed with details of missing children and the Roshni Helpline number. They were distributed on the festival of Basant – a traditional day when kites are flown by young and old to mark the start of spring. The sky was filled with our message which was able to travel with the wind. These unique kites became a coveted item throughout the lower SEC neighbourhood and the city thereby redefining ‘missing children’ posters that are usually ignored.