Meet Emma by J. Walter Thompson New York for Ecpat - End Child Prostitution And Trafficking

Meet Emma

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Industry Public awareness
Media Direct marketing, Design & Branding, Case study
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Andrew Clarke
Creative Director Giovanni Maletti, Paul Drohan
Photographer Izzy Levine
Illustrator Stanley Chow
Released April 2011

Awards

One Show 2013
One Show Design Collateral Design / Promotional Items - Single or Series Merit

Credits & Description

Category: Charities
Advertiser: ECPAT
Product/Service: CHILD PROSTITUTION AWARENESS
Agency: JWT NEW YORK
Chief Creative Officer: Peter Nicholson (JWT New York)
Executive Creative Director: Andrew Clarke (JWT New York)
Creative Director: Giovanni Maletti (JWT New York)
Art Directors: Keshni Sharma/Harsh Kapadia/Moyeenul Alam/Izzy Levine (JWT New York)
Copywriters: Vahbiz Engineer/Alexis Reid (JWT New York)
Photographer: Izzy Levine (JWT New York)
Director Of Print Production: Nick Scotting (JWT New York)
Producers: Stephanie Friese/Greg Tiefenbrun/Sarah Hesterman (JWT New York)
Account Director: Lindsay Gash (JWT New York)
Project Managers: Lauren Galanek/Katie Kane (JWT New York)
Public Relations: Anaka Kobzev/Carly Wengrover (JWT New York)
Music: (Human)
Chief Creative Officer: Peter Nicholson (JWT New York)
Executive Creative Director: Andrew Clarke (JWT New York)
Creative Director: Giovanni Maletti (JWT New York)
Art Directors: Keshni Sharma/Harsh Kapadia/Moyeenul Alam (JWT New York)
Copywriters: Vahbiz Engineer/Alexis Reid (JWT New York)
Illustrator: Stanley Chow (Digitaria Digital Agency)
Creative Director: Paul Drohan (Digitaria Digital)
Marketing Strategist: Victoria Young (Digitaria Digital)
Developer: Jonathan Dietz (Digitaria)
Director of Photography: Izzy Levine (JWT New York)
Art Buyer: Sara Levi (JWT New York)
Director of Print Production: Nick Scotting (JWT New York)
Producers: Stephanie Friese/Greg Tiefenbrun/Sarah Hesterman (JWT New York)
Account Director: Lindsay Gash (JWT New York)
Client: Carol Smolenski (ECPAT)
Managers: Lauren Galanek/Katie Kane/Elaine Barker (JWT New York)
Project Manager: Robin Kadfalk (Digitaria)
Public Relations: Anaka Kobzev/Carly Wengrover/Hannah Benabdallah (JWT New York)
Media placement: Direct Mail - Sent To Recipients In The US - 20 APRIL 2011
Media placement: Online - Www.ecpatusa.org/meetemma/ - 20 APRIL 2011
Describe the objective of the promotion.
Child prostitution is a problem most Americans don’t even know exists in the US. The assumption is, it only happens in Asia or Europe. But statistics show that over 200,000 American children are at risk of being forced into prostitution every year. There is a need to make people accept the reality of this injustice and show them the problem exists very close to home.
So this year, to make April -National Child Abuse Prevention Month- more meaningful, we created Emma.
Describe how the promotion developed from concept to implementation.
People shy away from the issue of child prostitution and find it hard to deal with because it is disturbing. Their lives are not immediately affected by the problem, so they often don’t relate to it. ECPAT USA needed to make them accept the harsh reality of this injustice by confronting them directly with it. The overall objective was to create and elicit an emotional response from our audience and encourage them to join in the fight against child trafficking.
Explain why the method of promotion was most relevant to the product or service.
The exploitation of children is unthinkable. Unfortunately, due to the negativity of the subject, society often tends to avoid the issue. To intrigue our audience and not scare them off, we created something beautiful and arresting, a piece of art that they’d want to interact with. And upon that interaction, we told Emma’s story.
Details like the eyes, clothing and her expression were carefully crafted to portray her innocence.
Emma is an original way of using a familiar nesting doll. To maintain the integrity of design, we commissioned a nesting doll artist from Russia to bring Emma to life.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Due to the campaign being launched in the month of April for National Child Abuse Prevention Month, accurate results can be provided in the month of May.