China Foundation for Poverty Alleviation: POVERTY ALLEVIATION BILL CAMPAIGN

Credits & Description:

Category: Posters
Advertiser: CHINA FOUNDATION FOR POVERTY ALLEVIATION
Product/Service: CHILDREN'S PROGRAMME
Agency: CHEIL WORLDWIDE
Date of First Appearance: Apr 15 2011
Entrant Company: CHEIL WORLDWIDE, Beijing, CHINA
Chief Creative Officer: Jason Zhao (Cheil China)
Executive Creative Director: Jacky Lung (Cheil China)
Group Creative Director: Yuming Fu (Cheil China)
Creative Director: Shengxiong Chen (Cheil China)
Senior Art Director: Qianli Ma (Cheil China)
Senior Copywriter: Wei Xu (Cheil China)
Illustrator: Yuehui Tang
Photographer: Yang Zhao
Art Director: Jacky Lung (Cheil China)
Media placement: Poster - Banks - 15 April 2011
Media placement: Cash Envelope - Banks - 15 April 2011
Describe the brief from the client
‘China Foundation for Poverty Alleviation’ is a non profit organisation devoted to solve the problem of poverty in China. This time, they intended to launch a campaign which aims at children living in poverty, to draw more attention from society.
Describe the challenges and key objectives
Most ordinary citizens are not aware of the great meaning of helping destitute children. How can we get their attention and make them a participator in this program？
Describe how you arrived at the final design
Our target is not only Chinese citizens，and the donation is not limited to RMB. Along this directio, we chose 3 features from bills who are widely known that came from an impoverished background, and put the childish version of these giants on the bill we designed. Expecting favour of this dramatic contrast, people could get the message of ‘your support may change children`s fate.’
Give some indication of how successful the outcome was in the market
Attracted people to get more information from the homepage to be aware of what a poverty alleviation program is, then stretched out a helping hand. ‘China Foundation for Poverty Alleviation’ has received more donations, made more poor children gain great benefits from this program, and their conditions of living have improved consequently.