TUNE IN TO ME by ADRENALINE COMMUNICATIONS, Leo Burnett Kuala Lumpur for UNICEF (United Nations International Children’s Emergency Fund)

TUNE IN TO ME

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Malaysia
Agency ADRENALINE COMMUNICATIONS
Copywriter Sheikh Muhammad Azraai
Designer Foo Peng Cheong
Agency Leo Burnett Kuala Lumpur
Executive Creative Director Tan Kien Eng
Art Director Koh Siok Yee
Copywriter Nik Faraliza, Benjamin Chen
Designer Lo Yew Joe
Released November 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: UNICEF MALAYSIA
Product/Service: CHILDREN'S RIGHTS CAMPAIGN
Agency: ARC WORLDWIDE/LEO BURNETT ADVERTISING
Agency: ADRENALINE COMMUNICATIONS
Date of First Appearance: Nov 6 2009 12:00AM
Entrant Company: ARC WORLDWIDE/LEO BURNETT ADVERTISING, Kuala Lumpur, MALAYSIA
Executive Creative Director: Tan Kien Eng (Leo Burnett / Arc Worldwide)
Creative Director / Art Director: Theresa Tsang (Leo Burnett / Arc Worldwide)
Creative Director / Copywriter: Valerie Chen (Leo Burnett / Arc Worldwide)
Senior Copywriter: Gauri Dalvi (Leo Burnett / Arc Worldwide)
Copywriter: Sheikh Azraai (Leo Burnett / Arc Worldwide)
Art Director: Koh Siok Yee (Leo Burnett / Arc Worldwide)
Designer: Lo Yew Joe (Leo Burnett / Arc Worldwide)
Designer: Foo Peng Cheong (Leo Burnett / Arc Worldwide)
Copywriter: Nik Faraliza (Leo Burnett / Arc Worldwide)
Copywriter: Benjamin Chen (Leo Burnett / Arc Worldwide)
Senior Art Director: Phianphon Sitichaidecha (Leo Burnett / Arc Worldwide)
Web Designer: Ilsa Roslan (Leo Burnett / Arc Worldwide)
Interactive Project Manager: Cheok Kay Kuan/Hou Kin Sang (Leo Burnett / Arc Worldwide)
AV Producer: Michelle Fung (Leo Burnett / Arc Worldwide)
DTP Artist: Alan Wong/Soo Soi Hoon (Leo Burnett / Arc Worldwide)
Studio &Traffic: Fok Sop Chin/Amu Ratnam (Leo Burnett / Arc Worldwide)
PR Executive: Chong Huey Meim (Leo Burnett / Arc Worldwide)
Global Brand Director: Terence Ooi (Leo Burnett / Arc Worldwide)
Brand Executive & Interactive Executive: Clarissa Ng/Azuin Rahman (Leo Burnett / Arc Worldwide)
Media Planner / Buyer: Jessica Lim (Adrenaline Communications)
Media placement: TV Campaign - 460 Spots - NTV7, 8TV, TV3, TV9, TV1, TV2 - 9 November 2009
Media placement: Radio Campaign - 225 Spots - Hot.fm, Fly.fm, One.fm - 6 November 2009
Media placement: Radio Campaign - 280 Spots - BFM - 6 November 2009
Media placement: Radio Campaign - 1120 Spots - Ai.fm, Klasik.fm, Asyik.fm, Traxx.fm, Era.fm, Hitz.fm, My.fm, Bernama, THR, Minn - 6 November 2009
Media placement: Radio Campaign - 560 Spots - Red.fm, 98.8 - 6 November 2009
Media placement: Press Campaign - 18 Spots - The Star, Berita Harian, New Straits Times, China Press, Borneo Post - 20 November 2009
Media placement: Online Banners - 14 Spots - 14 websites - 9 November 2009

Results and Effectiveness
On 20 November 2009, more than 29 million people in Malaysia tuned in to children on various media channels, hosting talk shows, interviews, infotainment, documentary, public service announcements – even primetime news anchoring - in English, Mandarin and Bahasa Malaysia. The media reported over 4.3 million TV viewers, over 13.6 million radio listeners and above 11.2 million readers of Malaysian dailies and magazines. Over RM6 million worth of advertising value equivalent was generated. Best of all, the Malaysian government is lifting its reservation on Article 13 of the CRC - a Child’s Right to Expression. A feat that took 15 years of waiting, began with the voice of a child.

Creative Execution
Zooming in on Article 12 in the CRC which states that “Every Child has the Right to be Heard”, we used the simple act of listening to a child as the first step to introduce children’s rights to adults. How? By dedicating one day for children to express their rights, hopes, fears and dreams to the entire nation. Aptly themed “Tune In To Me”, the campaign rallied the support of the Malaysian mass media to make way for children to take over the airwaves across the country. They anchored the news. Hosted talk shows. Conducted interviews. Hijacked radio programmes. Even the Prime Minister of Malaysia had to make time to have a dialogue with the children. A massive integrated advertising and activation campaign was launched prior to that day, to prompt people to tune in to children on 20 November 2009.

Insights, Strategy & the Idea
In 2009, UNICEF wanted to celebrate the 20th Anniversary of the Convention on the Rights of the Child (CRC) in Malaysia in a significant way by getting the public to acknowledge children’s rights. But with major threats such as the H1N1 pandemic, earthquakes and other natural disasters happening around the world that year, children’s rights were the furthest from people’s minds. How do we create a simple act that will allow adults to better understand that all children have rights?