Media > Use of Media
GIRL ASLEEP
PUBLICIS MOJO AUCKLAND, Auckland / AUCKLAND CITY MISSION / 2005
Overview
Credits
Overview
Audience
The communication was designed to draw attention and generate an emotional response to an easily ignored issue in Auckland, New Zealand – homelessness. We wanted to illustrate the plight of children who are affected by poverty by showing that in winter, for some, a newspaper is their only supply of warmth.
Effectiveness
Through effective placement we rendered a full page ad into a double page spread, where a loose page of normal editorial became her blanket. This created a more engaging message which was difficult to ignore, for half of the required investment.
Execution
Given that the consumers will sometimes see people using newspapers as blankets we used the medium to tell the message. This effectively engages the consumer in a way which forces them to see the newspaper as a blanket. The vulnerability of a sleeping child further enforces the power of the message.
MediaEffort
For charities it’s important that we connect with as many potential donors as possible. By placing a full page colour ad in local papers we reached 42% of our potential market. The idea was also brought to life through a letterbox drop which was an image of the same child asleep. This cast the letterbox as a temporary shelter, and again pointed to the vulnerability of children.
MediaStrategy
The communication used children rather than adults, to avoid the negative stereotypes that New Zealanders associate with homeless people. By using the print media in such a creative way the paper became a living reference to the message – the editorial page facing became a blanket which protected the homeless child.
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