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Children of the World: Help me read this
| See full size 1024x688 px | |
| Released: | May 2008 |
| Brand name: | Children of the World  |
| Agency: | Contract Advertising |
| Country: | INDIA |
| Category: |
Public awareness messages
|
| Awards: |
Cannes Lions 2008 Direct Silver
Cannes Lions 2008 Direct Bronze
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: HELP ME READ THIS
Advertiser/Client: CHILDREN OF THE WORLD
Product/Service: CHILDREN'S CHARITY
Advertising Agency, City: CONTRACT ADVERTISING INDIA, New Delhi
Country: INDIA
DM/Advertising Agency, City: CONTRACT ADVERTISING INDIA, New Delhi
Country: INDIA
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: HELP ME READ THIS
Advertiser/Client: CHILDREN OF THE WORLD
Product/Service: CHILDREN'S CHARITY
Advertising Agency, City: CONTRACT ADVERTISING INDIA, New Delhi
Country: INDIA
DM/Advertising Agency, City: CONTRACT ADVERTISING INDIA, New Delhi
Country: INDIA
Credit Details:
| Name | Position | Company |
| Natasha M Martis | Copy Writer | Contract Advertising |
| Vineet Mahajan | Art Director | Contract Advertising |
| Uddalak Gupta | Creative Director | Contract Advertising |
| Vineet Mahajan | Creative Director | Contract Advertising |
| Ravi Deshpande | Chief Creative Officer | Contract Advertising |
Brief:
To get a largely indifferent city to participate in a literacy initiative, aimed at educating street children. Our client 'Children of the World' needed to generate both funds and volunteers for the programme to be successful.
Solution:
We observed that most of the street children who were illiterate, ironically spent their day selling magazines and books to commuters at traffic signals. The rest of the city spent a fair amount of time trying to navigate these same roads.We used the magazines these children were selling as the medium and urged people to help the kids read them; by placing tear-off, self-stamped envelopes on the jackets of the magazines with the message 'Help me read this'.
Results:
Within the first week itself, enquiries and donations started pouring in.Post the campaign period, Children of the World received over 300 sponsors for individual children, a number that far exceeded results in previous years. Our client also managed to set up makeshift schools across the city There were also many call-ins from people, many of whom are now volunteers for the programme.