Advert title(s): Kites of Hope
Campaign name: Kites of Hope
Media: Outdoor / Ambient / Direct / Design
Industry: NGO
Published: March, 2016
Market: Pakistan
Headline and copy text (in English): An Idea that has already found one child and forever transformed missing children’s posters of Pakistan into Kites of Hope.
Advertising Agency: Y&R Singapore / Spectrum Y&R Pakistan
Agency website: www.yrsingapore.com
Published: March, 2016
Short rationale (optional):
Over 3000 children go missing in Karachi every year. To find these missing children we transformed kites, a popular cultural icon of Pakistan, into a new medium for our message. These Kites of Hope, with the missing children’s details printed on them, were distributed in Karachi on the day of Basanth - a traditional spring festival where kites are flown in the thousands.
The kite distribution event was held at Mehmoodabad Family Park, a high-risk neighborhood where 7-9 children go missing every day.