Unicef Finland wanted to raise awareness for childrens’ rights and raise funds with a minimum cost. They also wanted to reinforce their position as an organization dedicated specifically to childrens’ welfare. There are over 145 million orphaned or abandoned children all around the world.
“By supporting Unicef anyone can be a mother to them, just a moment”
To provoke and create discussion they started by abandoning sound-equipped (crying) baby strollers in Unicef blue in 14 cities. Inside the stroller was a note with the message: “Thank you for caring, we hope there is more people like you. Unicef Be a mom for a moment”. Media and public reaction was overwhelming. They flooded all the major TV, radio and web news. Estimated media reach was over 80% of Finnish population after 2 days.
Photo and print ad below via Nonsense!
Below the PSA for the campaign. “Ole hetken äiti - Be a mom for a moment.”
Taivas Helsinki, Finland
Art Directors: Jyri Niemi, Anna-Mia Alanko
Copywriter: Adele Enersen
Account Supervisors: Heini Häyrinen, Joanna Kokonmäki
Guerilla production company: ADDlife Finland