Toy Soldiers

Agency Network: 
Published/Aired: 
July 2009
Unicef:  Toy Soldiers
Unicef Direct Ad -  Toy Soldiers

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.

Direct advertisement created by Y&R, South Africa for Unicef, within the category: Public Interest, NGO.

Caption

Turn soldiers back into children

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

excellent

CrackerJackFlash
Activity Score 19604
Creative Director at CrackerJackFlash |

www.crackerjackflash.com

rehpani's picture

strong message!!!

rehpani
Activity Score 308
Etorres Publicidad/ITSU
Gualcor's picture

bacán

Gualcor
Activity Score 978

--
Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.
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cruzialx's picture

Good Job

In addition if child soldiers have those toys, they would think why they are holding guns instead of a toy.

cruzialx
Activity Score 194
Affinity Express Inc.
FeliUmc's picture

i want!

FeliUmc
Activity Score 44
jackmancer2017's picture

That's so cool. Nice idea!

jackmancer2017
silvi's picture

Wow! Sometimes I wish an idea like these.

silvi
Activity Score 4170
Copywriter
rehpani's picture

ok

rehpani
Activity Score 308
Etorres Publicidad/ITSU
lynnholilin's picture

here here! :-)

lynnholilin
Activity Score 118
Graphic Designer |

Lynn Ho
Decision Communications Pte Ltd
Advertising Agency Singapore
www.decisioncom.com

chris myles's picture

strong message: don't think it will change the situation.

chris myles
Activity Score 429
Napier University
Noor Salah's picture

very good

Noor Salah
Activity Score 34
A stranger abroad returns's picture

This is good.

A stranger abro...
Activity Score 18
rolling.stone's picture

nice

rolling.stone
Activity Score 2739
Copywriter at Delhi , India |

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~ Quite obviously, I have gathered no moss ! ~

headoffice Communication's picture

strong message.

headoffice Comm...
Activity Score 196
Graphic Designer at 37/B Indira Road, Ground Floor, Farmgate, Dhaka-1215, Bangladesh
germanhudders's picture

Solid strong message...

germanhudders
Activity Score 336
Copywriter at Droga5
sintra's picture

Kudos , great piece

sintra
Activity Score 699
Administrative
mariolakownacka's picture

sad but true... alas people dont get it

mariolakownacka
Activity Score 30
Guest's picture

Who did they mail it to?

Guest
Guest's picture

Ah, never mind. I see...

Guest
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