National Adoption Coalition Radio Twinkle, twinkle little star by Old Shanghai Firecracker Factory, Johannesburg

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Twinkle, twinkle little star

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Industry Public awareness
Media Radio
Market South Africa
Agency Old Shanghai Firecracker Factory, Johannesburg
Production Frieze Films
Creative Director David Barmley Taylor
Art Director Siya Van Rooyen
Copywriter Inge Blignaut, Alison Mccrae
Producer Liz Dahl
Editor Marc Rowlston
Released May 2013

Credits & Description

Orphaned Childrenâs Reality Realised in Compelling Adoption Campaign
There are currently over 2-million orphaned, abandoned and vulnerable children in South Africa with the number expected to increase to over 5.5-million by 2015. In a new radio and TV campaign, The National Adoption Coalition, together with Old Shanghai Firecracker Factory, Frieze Films and Mediology, have set out to create awareness around the very real problem of adoption in South Africa through an emotionally compelling campaign, aimed at finding more loving families for those orphaned and abandoned, by getting people to consider adoption as an option.
In a report published last year, only 2,000 children are adopted annually, with an increase of 29% of orphans over a four year period and a decrease in adoptions by 52%, making this a very real problem and challenge in South Africa. Added to this, The Human Sciences Research Council reports that there are over 8-million children living on child grants which adds to ongoing economic pressure.
David Taylor, Creative Director at Old Shanghai says that the agency was tasked with creating a TVC and radio campaign that would resonate with a target market who do not consider adoption as an option and the aim is to increase the adoption rate in South Africa.
âWith between 5 and 10 million randâs worth of free media exposure negotiated by Mediology, we jumped at the opportunity to create a meaningful and convincing message, something that would be worthy enough to capture the hearts of all South Africans,â he says.
He says, âBy taking something that many of us take for granted â having parents - we translated this into a simple idea of a childâs arcade experience and, by teaming up with Frieze Films director, Marc Rowlston, our vision was illustrated through brilliant directing, angles, casting and lighting.â
âThe output sees a superb tale come to life, a story that draws a person into the mind of an orphaned child, what they hope for and how they see the world,â says Taylor.
He adds that the story of a little boy inserting a âno cash valueâ coin into a claw game in an arcade setting, seeing a siloutte of his mother as he grabs his prize. But as the claw drops the doll, his âmotherâ disappears, bringing the message home and giving the viewer or listener something much more to think about.
âThe message that every child deserves a second chance at a family, brings about the reaffirmation to consider adoption as an option,â Taylor adds. âAs we launch this campaign, we hope that more South Africans will grasp the reality of what it means to be a child who has lost his family, from a childâs perspective.â
For the radio advert, Taylor explains, they took an innocent nursery rhyme used to soothe children and changed the rhyme as a plea from an orphaned child. âThe message is that you have the power to give a child a second chance by considering adoption,â he explains.
The rhyme reads: âTwinkle, twinkle little star, how I wonder where you are? Do you dream of me at night? Will you teach me to fly a kite? I need your guidance and advice, hugs and kisses would also be nice. I know youâll care for me each day, please come get me right away.â
Pam Wilson, Head of Adoptions at JHB Child Welfare and board member of the National Adoption Coalition comments: âAs we approach Child Protection Week we use this as a platform to launch our Add-Option campaign, which will assist in raising awareness by showing what it will mean in one childâs life to find a loving home.â
She adds: âThere is a lack of knowledge about adoption and many harbour misconceptions about the process, however through an ongoing and focused campaign of activities in addition to our new TV and radio exposure we aim to increase the adoption rate in South Africa. More importantly, we aim to create an understanding amongst culturally different people that adoption is an option.â
She points out that we are all connected, and so, children are the responsibility of our total society to assist in alleviating this very real problem.
âAs the Add-Option campaign launches, we hope that the message resonates with all South Africans be it couples facing infertility problems, single people who wish to become a parent or families who would like to open their hearts and home to a child. Those that can offer the much needed security to orphaned and abandoned children in the form of an adoptive family will hopefully be able to give many more children a second chance,â Wilson concludes.
For more information visit: or join the conversation on Twitter: #adoption
Category: Other
Client: Adoption Coalition
Agency: Old Shanghai Firecracker Factory, Johannesburg
Country: South Africa
Director: Marc Rowlston
Creative Director: David Taylor
Art Director: Siya van Rooyen
Copywriter: Inge Blignaut
Copywriter: Alison McCrae
Producer: Liz Dahl
Production company: Frieze Films
Agency Producer: Leigh-Ann Harris
Editor: Marc Rowlston
Casting: Marina van Tonder
Production Manager: Kalleigh Wessels
Music + Sound Production: Injozi Nick Argyros
Lighting: Panalux
Lenses & Camera: Panavision
Transcoding: Pulp Films
Grade & Online: Ministry of Illusion
Audio and Final Mix: Kwajimojo (Jo Darling)
Financial Contribution: Dell