Media > Product and Service

LANDMINE STICKERS

LEO BURNETT FRANKFURT, Frankfurt / UNICEF / 2008

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

CommunicationGoal

The communication goal was to increase traffic at the UNICEF information booth at the local shopping centre and to raise awareness for the work of UNICEF, especially for their projects to help victims of landmines.

Passers-by were to experience the insidious danger of landmines.

Effectiveness

Traffic at the booth almost doubled.Amount of donations increased significantly compared to 2006.Stickers will be used at all upcoming UNICEF events.

Execution

Landmine-stickers were placed on the floor. They were invisible, because their self-adhesive topsides looked exactly like the floor. When people walked over them, they stuck to their feet. While removing the stickers, people discovered the picture of a landmine on the bottom side. They were also informed that in many other countries, they would have been the victims of a landmine just at this moment. At the booths, people could inform themselves about landmines and donate to UNICEF.

MediaStrategy

We targeted passers-by in front of the UNICEF booth at the local shopping centre during Christmas time.

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