The Dignity Foundation Design & Branding JAMILAH & PUNITA by Arc Kuala Lumpur, Leo Burnett Kuala Lumpur

JAMILAH & PUNITA

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Malaysia
Agency Arc Kuala Lumpur
Agency Leo Burnett Kuala Lumpur
Art Director Miki Ho
Copywriter Jovian Lee, Petrina Shee Shiang Fei
Designer How Wei Zhong, Vivien Low, Yap Win Shawn
Typographer How Wei Zhong, Vivien Low, Maria Alias
Illustrator How Wei Zhong, Vivien Low
Released April 2011

Credits & Description

Category: Promotional Item Design
Advertiser: DIGNITY FOR CHILDREN'S FOUNDATION
Product/Service: DIGNITY FOR CHILDREN'S FOUNDATION
Agency: ARC WORLDWIDE/LEO BURNETT ADVERTISING
Creative Director: Miki Ho (Leo Burnett/Arc Worldwide Malaysia)
Design Director: Miki Ho (Leo Burnett/Arc Worldwide Malaysia)
Art Director: Miki Ho (Leo Burnett/Arc Worldwide Malaysia)
Art Director: Maria Alias (Leo Burnett/Arc Worldwide Malaysia)
Copywriter: Jovian Lee (Leo Burnett/Arc Worldwide Malaysia)
Copywriter: Petrina Shee Shiang Fei (Dignity For Children Foundation)
Designer: Maria Alias (Leo Burnett/Arc Worldwide Malaysia)
Designer: How Wei Zhong (Leo Burnett/Arc Worldwide Malaysia)
Designer: Vivien Low (Leo Burnett/Arc Worldwide Malaysia)
Designer: Yap Win Shawn (Leo Burnett/Arc Worldwide Malaysia)
Illustrator: How Wei Zhong (Leo Burnett/Arc Worldwide Malaysia)
Illustrator: Vivien Low (Leo Burnett/Arc Worldwide Malaysia)
Typographer: Maria Alias (Leo Burnett/Arc Worldwide Malaysia)
Typographer: Vivien Low (Leo Burnett/Arc Worldwide Malaysia)
Typographer: How Wei Zhong (Leo Burnett/Arc Worldwide Malaysia)
Media placement: Exercise Book - Book Stores - 1-April-2011

Describe the brief from the client
Objective:
1. To inform Malaysians, who generally are not aware of the good work and the good results of the Dignity for Children Foundation (which has been quietly educating orphaned, abandoned, homeless, stateless and refugee kids for years); in the process, generate donations to upkeep the centre
2. To inspire the kids under Dignity for Children with true stories of success among their peers

Describe the challenges and key objectives
Inspiring true stories of kids with Dignity For Children Foundation, printed on the very familiar and typical school exercise books, which every Malaysian automatically remembers fondly. These exercise books were distributed within the school (to inspire the kids with stories of their peers), and to the public to create awareness and generate funds.

Describe how you arrived at the final design
Malaysians are more inclined to donate when they are assured that their money is making a beautiful difference. These true stories assure them that their money generates success at Dignity for Children. The ingenious but inexpensive use of the humble exercise book also evokes fond memories of their own school years (when all of us had limited pocket money) and further assures donors that their money is wisely spent. The childlike drawings and kiddy-style handwriting keeps the creative execution stay faithful to that spirit. Kids under the Dignity for Children are also more motivated to study after reading about the true stories of success of their peers.

Give some indication of how successful the outcome was in the market
Awareness of Dignity for Children Foundation’s good work increased; sponsors like banks, embassies and individuals are increasing. Also caught the eye of Pearson Longman (a leading publisher in Malaysia) and plans for collaboration on mass production of these books are already in progress (eventually to be used in selected schools nationwide). This exercise book also caught the eye of journalist, Allan Koay, from Malaysia's main newspaper, The Star, and this Foundation became a lead story with 4 dedicated full pages of write-up about their work and success, and was featured on the cover of the paper's metro section.