Cannes Lions
SAATCHI & SAATCHI SOUTH AFRICA, Cape Town / SALVATION ARMY / 2010
Overview
Entries
Credits
Execution
We placed a bespoke toy crane vending machine, "Little Treasures", in the food court of a busy shopping mall. Close to where other vending machines were situated. People engaged with the game, only find it was part of a child trafficking campaign, via the tags attached to the dolls inside. The work was used to raise awareness and funds.
Outcome
The campaign launched with thousands of people playing the game. News quickly spread throughout the country. People from all over took notice and the campaign grew. 'Little Treasures' featured in websites, blogs, radio shows, regional and national newspapers, as well as the country’s leading news network. It was applauded by celebrities and political figures. It effectively helped to raise awareness and strengthen The Salvation Army's stance.
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