Silver at the Cannes Lions in the category Direct Lions.
Every year, 5 million children die due to malnutrition. However, we don’t hear or read about it because it happens every day. This is a forgotten catastrophe with no news value. The brief the Swedish department of Médecins Sans Frontières ask to agency Saatchi & Saatchi Stockholm: Put malnutrition on the agenda, make people contribute and strengthen the brand of Médecins Sans Frontières in Sweden. Since people tend to close their eyes and ears when they see or hear about starving children, we needed something different.
During one week over 1,300 child coffins were spread around Stockholm. Every coffin had the message “Save a life, text a coffin away”. As part of the campaign, child coffins containing information on malnutrition were sent to news stations, delivered straight to the editor-in-chiefs. The campaign kicked off with a silent march through Stockholm made by the employees at MSF (everyone carrying a coffin), that way we gathered the whole organisation. The march ended up at a huge coffin pile, in the middle of Stockholm’s shopping and financial district, where an informal press conference was held. As people donated money with their cell phones, the coffins were removed from the streets one by one. The people of Stockholm could literally see that they were saving lives.
Over 80,000 euros were donated
Médecins Sans Frontièrs Sweden / Läkare Utan Gränser
Saatchi & Saatchi Stockholm
Mårten Hedbom: Art Director
Adam Reuterskiöld: Copywriter
Jonas Björlin: Account Director
Maria Lindskog Klasén: Account Manager