Studio Brussels Outdoor BABY DAY CARE ROMPERS by Mortierbrigade Brussels

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Belgium
Agency Mortierbrigade Brussels
Executive Creative Director Joost Berends, Jens Mortier, Philippe De Ceuster
Art Director Sebastien De Valck
Copywriter Arnaud Pitz
Producer Patricia Van De Kerckhove
Illustrator Alchim
Released July 2011

Credits & Description

Category: Small Scale Special Solutions
Product/Service: MUSIC FOR LIFE
Executive Creative Director: Jens Mortier/Joost Berends/Philippe De Ceuster
Copywriter: Arnaud Pitz
Art Director: Sebastien De Valck
Illustrator: Alchim
Advertiser's Supervisor: Peter Claes/Jan Van Biesen/Gunther Van Acker
Producer: Patricia Van De Kerckhove
Planner: Vincent D’halluin
Planner: Vincent D’halluin
Other Credits: Graphic Designer: Laurent Lejeune
Ambient Execution Description
Music For Life, the yearly charity event organized by radio station Studio Brussels and the Red Cross was this year all about diarrhea.
Diarrhea kills 1.500.000 children in the third world every year.
It’s the biggest cause of death amongst children between 0 and 5 years old.
The objective was to engage young and old over a period of three weeks to respond with donations.
We chose to approach the parents of Belgian children directly via the day care centers.
In day care, when your child has a little ‘accident’, he or she gets put on a clean romper.
Back at home, the parents discovered their baby had a new romper on with a clear message: I survived diarrhea.
In the back, the parents were asked to support Music For Life.
We confronted young parents with the theme ‘diarrhea’ in a relevant situation in their daily lives, and asked them to engage and respond with donations.
This outdoor stunt was part of a campaign that engaged the Belgian people and helped to raise money.
The response:
Music for Life was bigger than ever.
The Belgian people raised 7.142.716 euro.
42% more than last year’s record.