A pitch-wining integrated campaign for World Vision, rolled out in the summer of 2018. It consists of a manifesto film for a new brand platform (Childhood is Sacred) and a Christmas digital campaign.
The brief for the digital campaign was to raise awareness and donations to stop child slavery. We advised strongly against the urge to show too many shocking pictures. Christmas is a time of warmth and that imagery felt off-putting. At any other time of year, we might have recommended a more hard-hitting, gloves-off approach.
Instead, we thought the work should be more emotive and talk about what it means when a childhood is lost – as it is so often is in the cases of child soldiers, child sex workers and child labourers.
The insight was this: when a child loses a toy on the street, it can feel like the end of the world for them. So how much worse must it be for a child who loses everything?
The idea was to leave 2,000 ‘lost’ teddy bears in key locations around the UK where the child sponsorship demographic was most pronounced. A tag on the bear’s wrist made our case and asked for a picture of the bear to be shared on social media.
The campaign was launched with a teaser campaign in local and national newspapers. and followed up with local PR stories and on the World Vision facebook page.
Agency: VCCP