Cannes Lions

TUMS

BBH, London / SPARKS / 2013

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Overview

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Credits

Overview

Description

Child birth is a sensitive subject and the work Sparks does is hard to explain simply and quickly.

Yet posters were the only medium available for this campaign. This made the creative

challenge doubly difficult. Our objective was to create work that would get noticed and be

easily understood without causing widespread offence.

Execution

We wanted to find one simple image that could be repeated across the campaign to carry

a number of different messages. For us, the most potent image was the bump itself. So we

used it to create as a visceral canvas to tell our story. Each different expectant mother had a

different message projected onto their precious unborn child.

Outcome

The campaign ran over a four week period, predominantly on the London Underground. By

the end of the campaign, awareness of Sparks among commuters had risen by 47% and

overall awareness of Sparks rose by 31% whilst other charities remained static. Twitter

followers rose by 143% and Facebook friends rose by 139%. Website traffic rose by 101%

over the same period in 2011.

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