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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.”

Unicef Finland
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
Direct Daily


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 18:01

My comment


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