INITIAL SITUATIONUnicef stands up for children’s lives and survivals worldwide. Their work is financed with voluntary contributions and this makes permanent help especially valuable. TARGET:To acquire partners who do not only engage themselves in case of disaster but show permanent commitment for the needs of distressed children. With just 10 Euros monthly you can save the life of a child. SOLUTION:A comprehensive campaign that considers all media channels.CREATIVE IDEA:Roger Moore, reading the sentence „Once upon a time there was a child…“ makes the viewer aware that the life story of a distressed child can end at the time it actually just began.

The campaign had an outcome of 2,000 new partners within 2 months after airing the TV spot. So there is an outcome of €200,000