Caritas Kiev Promo, Case study STREET CHILDREN SOCIAL by Leo Burnett Kyiv

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STREET CHILDREN SOCIAL

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Ukraine
Agency Leo Burnett Kyiv
Creative Director Tatiana Fedorenko
Art Director Pavel Klubnikin, Egor Petrov
Photographer Pasha Vrzhesch
Illustrator David Foldvari
Released April 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CARITAS KIEV
Product/Service: CAMPAIGN FOR STREET CHILDREN
Agency: LEO BURNETT UKRAINE
Date of First Appearance: Apr 1 2010
Entrant Company: LEO BURNETT UKRAINE, Kiev, UKRAINE
Creative Director: Tatiana Fedorenko (Leo Burnett Ukraine)
Art Director: Pavel Klubnikin (Leo Burnett Ukraine)
Art Director: Egor Petrov (Leo Burnett Ukraine)
Photographer: Pasha Vrzhesch (Leo Burnett Ukraine)
Illustrator: David Foldvari (Leo Burnett Ukraine)
Account Manager: Marina Klymenko (Leo Burnett Ukraine)
Other: Katya Duda/Katya Denisenko (Leo Burnett Ukraine)
Post Production: Wizard Post (Wizard Post)
Media placement: Inserts - Top10 Magazine - 01.04.2010
Media placement: Posters - Walls - 01.04.2010
Media placement: Banners - Http://nashkiev.ua - 01.04.2010
Media placement: Social Networks - Facebook - 01.04.2010

Insights, Strategy & the Idea
The problem of street children in Ukraine is reaching a catastrophic level. Due to non-official data there are about 200,000 homeless children in the country. They are under the poverty line: ill and poor. People try to avoid them. According to the Unicef report, police even gather street children together and remove them from the city. Today our authorities and nongovernmental fund for Help The Street Children needs the involvement of the society to support homeless children with attention and donations. Here we will make people act.

Creative Execution
Simple and cheap production posters in the shape of homeless kids fill the city environment, like children of the street do. We tempt people to rip off the picture, and in the impulse of removing it, we create an awareness which will make people think. People perceive it as rubbish and try to remove the posters, but then they get the message that they are escaping the problem but not solving it. We refill the walls with new pictures, because children appear back on the streets. The web address leads to a promo site where you find information how you can help to solve the problem of homeless children.
The same unusual mechanics work for:
- non-standard prints.
- Internet pop up banners.
- non-standard Facebook activations.

Results and Effectiveness
For the first time in Ukraine, the problem of homelessness was so widely discussed.
Guerilla activity in social media involved more than 50,000 people
For one week, the Street Children page got more than 1,000 friends on Facebook.
There were about 100,000 downloads, 7,500 views and, 53 likes for the Street Children video case (due to Vimeo data).
The campaign was discussed on the air of the leading Ukrainian TV cannel “1+1”.
A lot of people considered this campaign as non advertising, which is why it found a broad response on numerous web sites and blogs.
Thanks to the Street Children campaign, the local authorities offered their assistance and helped to solve the problem.