Osocio NL

Unicef: Be a mom for a moment

Posted by Marc van Gurp | 11-04-2009 18:38 | Category: Health, Developing World



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.

Ole hetken äiti Facebook group


Ole hetken äiti - Be a mom for a moment

Photo and print ad below via Nonsense!

Ole hetken äiti - Be a mom for a moment

Ole hetken äiti - Be a mom for a moment

Below the PSA for the campaign. “Ole hetken äiti - Be a mom for a moment.”


Advertiser:
Unicef Finland
Agency:
Taivas Helsinki, Finland
Additional credits:
Art Directors: Jyri Niemi, Anna-Mia Alanko
Copywriter: Adele Enersen
Account Supervisors: Heini Häyrinen, Joanna Kokonmäki
Guerilla production company: ADDlife Finland
Source:
Direct Daily




Comments


Comments about Unicef: Be a mom for a moment

What is not noted here is the “cry wolf” conditioning applied to every person who stopped to look, in addition to those that became aware of the campaign.  End result being a whole lot of people are now less likely to stop and look at abandoned baby carriages (even ones with shrieking babies) and therefore more frozen dead babies.

Posted by Petri | 1-07-2009 19:01



My comment



Comment:




Your comment will not be visible until a moderator approves it.








Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.







Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.





image of a graduation cap

Recent in Academy


Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Read more


About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)