Nobody's Children Foundation DM UNDERWIPER by Publicis Sp. Zo.o. Warsaw

UNDERWIPER

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Industry Public awareness
Media Direct marketing
Market Poland
Agency Publicis Sp. Zo.o. Warsaw
Director Karol Kaczorowski
Creative Director Pawel Merecz
Designer Mateusz Figura
Producer Aleksandra Kowalczyk
Released May 2013

Credits & Description

Advertiser: NOBODY'S CHILDREN FOUNDATION
Agency: PUBLICIS
Category: Special Build
Producer: Aleksandra Kowalczyk (Publicis)
Account Manager: Marika Kierzkowska (Publicis)
Designer: Mateusz Figura
Director: Karol Kaczorowski
Creative Director: Pawel Merecz (Publicis)
Senior Art Director: Slawek Figura (Publicis)
Account Director: Agnieszka Mazur (Publicis)
Senior Copywriter: Dagmara Witek-Kuśmider (Publicis)

Outcome
With the total investment under 500 Euro (print & distribution), and only one day of action - the media equivalence value of Polish TV, radio, print and Internet was 66 times higher then the cost spent on the initiative. Potential number of people impacted by media was 500,000 which is not bad for just one little leaflet (ok 3,000 leaflets) on windshield wipers and on the streets.What's more we have also inspired the authors of a popular TV series to mention the subject.

Execution
The creative idea was strong thanks to it's context. Children shown in a leaflet that copies the style and distribution mode of prostitute agency flyers, was shocking enough to evoke discussions in social and traditional media. We used the discussion to raise awareness of the dangers of posting private pictures on the net, especially of children.The creative execution was very cheap (we printed only 3,000 leaflets) and the response was enormous for such a tiny budget. Which is key when working with a non for profit organization.

Client Brief Or Objective
66% of parents post pictures of their children on the net. 20% post pictures of their naked children. While they want to share precious moments they forget, or are unaware, that pictures published on the Internet can be misused by someone and may end up anywhere, even in the hands of a paedophile. Our strategy was to evoke discussion about posting pictures on the net. That's why we decided to shock people.

Implementation
We found pictures of little girls in bikinis on the net and created leaflets in the style of the prostitute agency advertisements. We distributed them in the Warsaw Center under car windshield wipers, among other flyers containing erotic offers. We knew that if something shocks people they are going to comment on it on social media. We also knew that if something is discussed on social media often traditional media picks up the subject as well.