Cannes Lions

CHILD SOLDIER AWARENESS MESSAGE

OGILVY SOUTH AFRICA, Johannesburg / UNICEF / 2008

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Overview

Entries

Credits

Overview

Execution

Life-size “standees” of a soldier, in the typical style of amusement park height restrictions, were created and placed at entrances to fun rides in theme parks across the country. Children queuing up with their parents to go on the rides would measure themselves up against the “standee” and, by so doing, get the accompanying adults drawn to the message.

Outcome

The “standees” generated a lot of interest from children and adults alike. Hits on the UNICEF website also increased over the two month campaign duration.

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