IN GOD'S HAND by THE FIRST EDITION for THE FIRST EDITION

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IN GOD'S HAND

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Indonesia
Agency THE FIRST EDITION
Released November 2010

Credits & Description

Category: Best Use of Print
Advertiser: THE FIRST EDITION
Product/Service: PUBLIC SERVICE AD
Agency: THE FIRST EDITION
Date of First Appearance: Nov 23 2010
Entrant Company: THE FIRST EDITION, Jakarta, INDONESIA
Chief Executive Officer: Hadriani Uli T.I. Silalahi (The First Edition)
Media placement: Tabloid - "PELUANG" - 23 November, 2010

Insights, Strategy & the Idea
6 months after the Mount Merapi eruption, there are many victims that living in barracks and lost their life and goods. Our strategy that implemented within this Public Service Ad is to give awareness and persuade public for reaching victim's hands so that they can be helped. The idea in this PSA is using the emotional approach, which is victim's hand visual that buried in "Wedus Gembel" (dirty hot soil from the eruption of Mount Merapi).

Creative Execution
The creative strategic solution is using dramatic pictures taken by some photographers. The picture itself describes the victim that wants to ask for help (the hand was like try to get people's help). The message itself is about In God's Hand, which means the dead victim had been reached by God, but there are thousands of victims need our helps otherwise God will reach the others.

The strength of this ad is using the combination from dramatically visual (black & white colour and dark effect) and emotional copy that can raise human spirits and touch the heart.

Results and Effectiveness
The intent of this communication is to remind people about the issue, which has not gone away yet. There are more victims who need help. Finally, this ad got more attention from the government and public so that the victims in turn got help from them.