Save The Children: LOST BOY

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: SAVE THE CHILDREN

Product/Service: CHILDREN'S CHARITY

Agency: M&C SAATCHI

Date of First Appearance: Jun 26 2009 12:00AM

Entrant Company: M&C SAATCHI, Melbourne, AUSTRALIA

Creative Director: Steve Crawford (M&C Saatchi)

Deputy Creative Director: Doogie Chapman (M&C Saatchi)

Head of Art: Murray Bransgrove (M&C Saatchi)

Media placement: Radio (Best Use Of) - Train Station Broadcast - 26/06/2009



Results and Effectiveness

Through-traffic at venues hosting the 'Make It a Thing of the Past' exhibition saw more than 1.6 million Australians come face-to-face with Save the Children, raising brand awareness from 3% to over 7%.



Creative Execution

We broadcast a custom-made radio commercial over the public address system at each venue – the first time any of them had agreed to such an idea. For unsuspecting listeners, what began as just another ‘lost person’ announcement soon revealed a far more poignant message – and directed them to exhibition.



Insights, Strategy & the Idea

With brand awareness at just 3%, Save the Children needed to share their story with as many Australians as possible. So we built them the ‘Make It a Thing of the Past’ exhibition, a portable museum that we displayed in the most high-traffic venues possible – railway stations and shopping centres across the country. Our next step was to then promote the exhibition to people already on-site at each of these large, busy locations.