Cannes Lions

HELP HER, HELP HER BABY

HS AD, Seoul / KOREAN UNWED MOTHERS SUPPORT NETWORK / 2015

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Overview

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Credits

Overview

Description

The advertising campaign is to inform the seriousness of international adoption, and help single mothers to raise their babies.

Media which we choose to notify the severity of the adoption was airport conveyor belts.

We Showed that the baby looks like exports using conveyor belts and this was shocking viral advertising.

Finally, we succeeded in raising people's interest with using the spot of international adoption.

Execution

Media which we choose to notify the severity of the adoption was airport conveyor belts.

We Showed that the baby looks like exports using conveyor belts and this was shocking viral advertising.

Few days later, this event goes viral on Youtube, and users are sent to the Korean Unwed Mothers Support Network (KUMSN) website to increase donation.

Outcome

This event goes viral on Youtube, and users are sent to the Korean Unwed Mothers Support Network (KUMSN) website to increase donation.

After releasing the video online in May, which is the month of Family in Korea, the campaign received extra attention especially on May 11th, which is Korea’s “Single Unwed Mothers’ Day”.

Publishers such as Huffington Post Korea and influential press posted articles about the campaign, along with blogs and personal social network sites. As a result, we received an exponential amount of donations than before.

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