ADVERTISING

Unicef

Toy Soldiers

Agency: Y&R

Description

The Challenge: The African continent has the world’s highest number of child soldiers, fighting in wars they don’t believe in, for causes they don’t understand. UNICEF extract many of these children from combat and reintegrate them into society. Our aim was to rally support for this programme.
The Solution: Sending out a direct mailer that garners support for UNICEF’s child soldier programme. Initially, the mailer appears to be a typical packet of toy soldiers, but once opened, the recipient finds that the figurines are in fact children - reading books, playing soccer, riding bikes and doing other childhood activities.
Results: The package went to UNICEF supporter mailing lists as well as potential corporate sponsors. Awareness is up, and beyond the desired reaction from the recipients, many compliments are being received about the unique way in which it was put forward. More than a simple message, it’s an ongoing reminder of the realities these children face every day.

This professional campaign titled 'Toy Soldiers' was published in South Africa in July, 2009. It was created for the brand: Unicef, by ad agency: Y&R. This Direct medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 12 years ago.

Credits

Advertising Agency: Y&R South Africa
Creative Directors: Liam Wielopolski, Michael Blore
Art Director: Mbuso Ndlovu
Copywriter: Sebastian Schneider
Designers: Anita Modi, Bradley Stapleton

ADVERTISING

iStock Essentials

UN flag waved against the sun an...

Artist: Joaquin Corbalan

iStock Signature

Group of African Orphans

Artist: jwebb

iStock Signature

UNICEF - Copenhagen, Denmark

Artist: Global_Pics

iStock Essentials

Headquarters of the Regional Off...

Artist: olrat

iStock Essentials

Famine in Africa Dadaab Refugee ...

Artist: journalturk

iStock Signature

Close up of United flags

Artist: baona

Limited-Time offer. Save 15% on everything with code 15AOTW.

Search iStock

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.