Children Of the Street Society Digital, Case study Street Children by Leo Burnett Moscow

Street Children

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile, Case study
Market Russia
Agency Leo Burnett Moscow
Released October 2009


MIAF Awards 2010
Media projects The best mixed media usage First place
Media projects The best printed media usage First place
Media projects The best outdoor advertising usage Second place
Print and Outdoor Corporate advertising Third place
Advertising campaigns Corporate advertising Third place

Credits & Description

The problem of street children in Ukraine is reaching a catastrophic dimension. For pity, society tries escape from them. So what are we doing with something we do not want to see? We simply remove it. Like some litter in the streets, you just want to clean any reminder about the problem away. But it does not help. The piece of paper is easily removed, but the problem of street children will stay. Simple and cheap in production posters in shape of pure homeless kids fill the city environment like children of the street do. In the way we tempt people to rip off the picture, in the impulse of removing it, we create an awareness, which will make people think. People percept it as spoiling of the street and try to remove the posters, but then they get the message that they are escaping the problem but not salving it. We refill the walls with new pictures, because children appear back on the streets. Web address leads to promo site where you find information how you can help to salve the problem of homeless children. The same unusual mechanics works for non-standard prints, for Internet pop up banners, for non-standard facebook activations.