UNICEF (United Nations International Children’s Emergency Fund): ESCAPE ENDS HERE

Credits & Description:

Type of entry: Ambient
Category: Non-Formatted Digital Outdoor
Advertiser: UNICEF
Product/Service: ADVOCACY CAMPAIGN, UN CONVENTION ON THE RIGHTS OF THE CHILD
Agency: DEPORTIVO Stockholm, SWEDEN
Client: UNICEF
Product: ADVOCACY CAMPAIGN, UN CONVENTION ON THE RIGHTS OF THE CHILD
Entrant: DEPORTIVO Stockholm, SWEDEN
Type of Entry: Ambient
Category: Non-Formatted Digital Outdoor
PR Agency : DEPORTIVO Stockholm, SWEDEN
Entrant Company : DEPORTIVO Stockholm, SWEDEN
Team: Agency (Deportivo)
Marketing Manager: Jim Carlberg (UNICEF)
Production Company: Nils Ossian Andersson (Nils Ossian Andersson)
Description of Ambient execution:
UNICEF wanted us to engage people to sign a petition for making the UN Convention on the rights of the child a Swedish law.
During 2 weeks in October, we projected moving light silhouettes of children on facades of several public places in Stockholm. They were moving: Laying down, running with large backpacks or slowly strolling, as if they had nowhere to go.
Through an emotional design concept, we got people to react, and got an earned media reach of 25M. So far, 45 482 have signed our petition to make UN Convention on the rights of the child Swedish law.