| Title | VANISHED GIRLS NEWSPAPER |
| Brand | UNICEF |
| Product/Service | STOP VIOLENCE AGAINST GIRLS |
| Category |
A05. PUBLICATIONS |
|
Entrant Company
|
JWT/FABRIKANT Zurich, SWITZERLAND
|
|
Advertising Agency
|
JWT/FABRIKANT Zurich, SWITZERLAND
|
Credits
| Remy Fabrikant |
JWT/FABRIKANT |
Ceo |
| Michele Salati |
JWT/FABRIKANT |
Creative Director |
| Heinz Helle |
JWT/FABRIKANT |
Copywriter |
| Robert Bartholot |
|
Photographer |
| Jochen Hennecke |
JWT/FABRIKANT |
Account Director |
| Ute/Kristina Schäfer |
JWT/FABRIKANT |
Account Director |
| David Guntern |
JWT/FABRIKANT |
Dtp |
Brief Explanation
Potential donators should be reached in thematic environments which they share with other people. (Print titles with high affinity). There topics are discussed and values are debated. The topic 'Missing girls' has to create visibility there. With an appearance that suits the environments, sensibilizes the topic and generates maximum relevance.
The Brief
Worldwide 100 million girls are missing. They are neglected, aborted and killed. Just because they are girls. People should take action against this injustice.
How the final design was conceived
There are a lot of ways to dramatise 'disappearing'. The topic is of such nature that one has to find an 'artificial' way of showing it in order to avoid showing dead children or such. We have decided to trigger consternation without shocking people at the same time.
Indication of how successful the outcome was in the market
The Print campaign had qualitative aims. That means that people talked about the topic and were convinced by their own surrounding that donating is necessary. It reached 6 million readers. 2.4 % of those visited the website. 3.3% of those were converted into donators (4.752 people).