MALARIA by Y&R Kuala Lumpur for UNICEF (United Nations International Children’s Emergency Fund)

MALARIA

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR
Market Malaysia
Agency Y&R Kuala Lumpur
Art Director Bobby Chan, Joshua Tay
Copywriter Sathi Anand, Steve Hough Reg
Account Supervisor Michael Wong, Desmond Liew
Released April 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: UNICEF
Product/Service: UNICEF
Agency: Y&R MALAYSIA
Date of First Appearance: Apr 18 2010 12:00AM
Entrant Company: Y&R MALAYSIA, Kuala Lumpur, MALAYSIA
Regional Creative Director: Marcus Rebeschini (Y&R Asia)
Regional Head Of Copy: Edward Ong (Y&R Asia)
Executive Creative Director: Steve Hough (Y&R Malaysia)
Copywriter: Sathi Anand (Y&R Malaysia)
Art Director: Joshua Tay (Y&R Malaysia)
Art Director: Bobby Chan (Y&R Malaysia)
Art Buyer: T L Tan (Y&R Malaysia)
Audio Visual Producer: Robert Aw (Y&R Malaysia)
Audio Visual Producer: Lufi Fouzee (Y&R Malaysia)
Account Supervisor: Desmond Liew (Y&R Malaysia)
Account Supervisor: Michael Wong (Y&R Malaysia)
Fundraising Assistant: Joyce Wong Wan Erl (UNICEF)
Copywriter: Steve Hough (Y&R Malaysia)
Media placement: Ambient - Supermarkets - 18th April 2010

Describe the objective of the promotion.
The objective of the Promotion was two fold: 1. Raise awareness of Unicef and its work in helping needy children around the world. 2. Get the general public to join our donation programme.

Describe how the promotion developed from concept to implementation
When we showed the concept to Unicef they found it an impactful mechanism for generating awareness. From the original scripts presented, only a few minor words of copy were changed. However, we sensed something was lacking in the offer when we presented it to supermarkets. it wasn't about the supermarket, or its involvement. We changed our boards to reflect the fact that this was a project between supermarkets and Unicef. Instantly we found this created more interest. We also added POS materials.This re-enforced the message further as people walked each aisle.

Describe the success of the promotion with both client and consumer including some quantifiable results
When UNICEF compared the usual figures for a normal event with our 'Attention Shoppers' project, they found there was a considerable increase in donations. And lives saved as a result. Please see our video for more explanation. The campaign will now roll out across the 2 biggest supermarket chains in the country, As the year goes on, the campaign will become regional and global. It's now a matter of making it happen, and offering more of the world's shoppers the opportunity to save the most important thing on earth. The lives of children.

Explain why the method of promotion was most relevant to the product or service
In our country, the national favourite pass time is shopping at the weekend. Each Saturday the malls and supermarkets here are crammed full of shoppers. There are a lot of charities asking for donations. However, compassion fatigue is high. People are tired of being constantly asked for money. We needed a fresh, unexpected way to get people’s attention, make them think, and donate.