Why is this work relevant for Brand Experience & Activation?

This special exhibition allows the public to tap into the small and cruel events which have been neglected in their daily. Through the whole customer journey from discovering the problems of paying attention to them, people would start to feel related to the stories and arouse their empathy.

Background

There are 1.7 billion children being abused in different ways in the world. However, their stories are easy to be neglected and forgotten in Taiwan since Taiwan is known as the happiest country in Asia. This has led to the low donation rate for the World Vision Taiwan. We have created this campaign in order to bring up the problems and urge people to donate.

Describe the creative idea (20% of vote)

It’s always easy for people to ignore things that are irrelevant or distant to them, however, those small and cruel incidents are still existing without being noticed. We want Taiwanese people to realize the cruelty existing in their daily life, so we have created an exhibition designed in the hypermarket called “Forgotten Corners of The World”. We put the miniatures which are also small but real in the eyes of the people who are always happy to let the forgotten place be noticed again.

Describe the strategy (20% of vote)

These abused children have been forgotten and their issues have been neglected, we hope that Taiwanese people can take initiative to tap into the problems after seeing the exhibition. We held an exhibition called “Forgotten Corners of The World” in a hypermarket by making 14 cruel stories into 14 miniatures. Based on the different content of the stories, we placed a corresponding item in the hypermarket (Ex: we put a miniature of a child under alcohol abuse next to the beer area). In addition to looking at these miniatures, people can also scan the QR-code right next to the miniatures which link to different animations to see how the children are being abused and to donate money to them.

Describe the execution (30% of vote)

From the real cases provided by the World Vision, we selected 14 abused child cases and made them into miniatures. In the meanwhile, we turned their stories into fairy tales and then handed them over to illustrators to draw and make animations. We also asked some children to dub and recite these heartbreaking stories through their mouths so that the audience would feel more empathetic. In addition to looking at these miniatures, people could also scan the QR codes right next to the miniatures which are linked to different animations to see how the children are being abused.

List the results (30% of vote)

During the exhibition, there are more than 70000 views of the stories and more than 8000 shared on social media. There is even a 140% increase in the donation over the same time period.