UNICEF (United Nations International Children’s Emergency Fund) Promo, Case study CHILDREN-SAVING NAPKINS by Cheil Seoul


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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market South Korea
Agency Cheil Seoul
Creative Director Jonghee Yoo
Art Director Kihyuk Lee, Yubin Bang
Copywriter Heesook Cho, Sunyoung Moon
Released March 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: UNICEF
Date of First Appearance: Mar 2 2009 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Creative Director: Jonghee Yoo (Cheil Worldwide)
Art Director: Kihyuk Lee (Cheil Worldwide)
Art Director: Yubin Bang (Cheil Worldwide)
Copywriter: Heesook Cho (Cheil Worldwide)
Copywriter: Sunyoung Moon (Cheil Worldwide)
Media placement: Promotional Gift - napkins - 02/03/2009

Results and Effectiveness
As a result of ads, the whole amounts of donations to UNICEF had increased more than 11.8% in Korea within two months. Also, people who experienced unusual donation using napkins took pictures and voluntarily uploaded them on the web. As campaigns had been spread out among Koreans, lots of owners nationwide started to participate for distributing UNICEF napkins at their restaurants. Through these campaigns, there is good public momentum for more people to care about worldwide starvation of children.

Creative Execution
As effective interactive contact points, we intended to place ads on napkins universally used at any restaurant. When people dropped crumbs on their napkins, they could find a poor child’s little hands reaching towards help. Then, they would see the headline: “You could save a child with just little food” on the napkins. During the meals, they would be touched by ads and reminded about starving children around the world. We designed a little pocket on each napkin, so that anyone interested in donations could put money into it instantly. This way, we led public’s attention to child hunger to direct donations to UNICEF.

Insights, Strategy & the Idea
More than 150 million children are suffering from hunger around the world. The public recognise the seriousness of this issue from the newspaper, but the problem is that they easily forget it in life. Therefore, we needed to find creative contact points to remind the public of child hunger issues within their lives. Furthermore, we aimed at leading them to donate to UNICEF directly.