UNEQUAL CHILDHOOD PAPER-CUTTING by Leo Burnett Hong Kong for Christina Noble Children's Foundation

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UNEQUAL CHILDHOOD PAPER-CUTTING

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Connie Lo
Art Director Mike Wong, Timothy Li
Released April 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CHRISTINA NOBLE CHILDREN'S FOUNDATION
Product/Service: CHARITY SUPPORT AND AWARENESS
Agency: LEO BURNETT
Date of First Appearance: Apr 17 2010 12:00AM
Entrant Company: LEO BURNETT, Hong Kong, HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Senior Copywriter: Cyrus Ho (Leo Burnett Hong Kong)
Senior Copywriter: Kiu Chan (Leo Burnett Hong Kong)
Senior Art Director: Katie Ng (Leo Burnett Hong Kong)
Art Director: Mike Wong (Leo Burnett Hong Kong)
Art Director: Timothy Li (Leo Burnett Hong Kong)
Designer / Illustrator: Chen Jie Rong
Media placement: Magazine insert - Magazines - April 17, 2010

Describe the brief/objective of the direct campaign.
Every child should be born equal. But in reality, some are living a good life while others have no home to go to, and as a result, suffer constantly from violent abuse and sexual exploitation. Christina Noble Children's Foundation (CNCF) as a charity organization is determined to make HK public aware of this inequality, and seek their support in helping street children.

Explain why the creative execution was relevant to the product or service.
This piece of paper cut is inserted into magazines, accompanied by 2 pages of advertorial with genuine street children stories about how CNCF helped them in bringing them love, care, accommodation and education. In our case, conveying the message of inequality is quicker thanks to the asymmetric design.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To illustrate this message of inequality, we used traditional paper cut. Traditionally the pattern is supposed to be symmetrical. But we intended to make it asymmetric, with one side depicting a child in a loving family, and the other side showing the child in an abusive environment. Even the headline is also a symmetric word play. The three Chinese characters on both sides are exactly the same but in reverse order, so when you turn the words around, the opposite meaning will be conveyed.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The whole package, paper cutting insert and advertorial, works with each other in grasping people’s attention and eventually bring more awareness and gather support for the foundation.