Title | WAITING SIGNS |
Brand | ITAKA FOUNDATION |
Product/Service | SEARCH FOR MISSING PEOPLE |
Category |
A03. AMBIENT MEDIA: SMALL SCALE (INCL. PREMIUMS & GIVEAWAYS) |
Entrant Company
|
ISOBAR POLAND Warsaw, POLAND
|
Advertising Agency
|
ISOBAR POLAND Warsaw, POLAND
|
Media Agency
|
POSTERSCOPE Warsaw, POLAND
|
Credits
Maciej Nowicki |
Isobar Poland |
Creative Director |
Wojciech Kowalik |
Isobar Poland |
Creative |
Maciej Kozina |
Isobar Poland |
Creative |
Maciej Listwan |
Isobar Poland |
Designer |
Martyna Gołębiewska |
Isobar Poland |
Project Manager |
Magdalena Długowolska |
Isobar Poland |
Project Manager |
Krzysztof Szymczyk |
Isobar Poland |
Project Manager |
Katarzyna Szlendak |
Isobar Poland |
Pr |
Krzysztow Wasowski |
Isobar Poland |
Pr |
Filip Gieleciński |
Posterscope Poland |
Agency Producer/Media Planner |
The Brief
Every year more than 17 000 people in Poland are reported as missing. ITAKA is the only NGO in Poland, which looks for missing people.
The objective of the campaign was to increase awareness of missing persons and about Itaka's effort (the organisation itself is very underexposed in comparison to other large Polish NGOs). The main obstacle was a very limited budget.
The strategy was to reach people who are about to experience the joy of meeting someone they have been waiting for i.e. people waiting in the arrivals' hall of Poland's two largest airport (Warsaw and Krakow).
Creative Execution
For this campaign we've created a new medium which could be used as a new way of aiding the search of missing persons in any country. Such a solution can easily be implemented on other high-traffic airports.
Two factors are of importance when considering the strength of the execution:
- the contextual setting (waiting for someone to arrive)
- enough time to read the message and to even memorise a face of a missing person.
Describe the creative solution to the brief/objective.
On the two busiest airports in Poland we took over the waiting signs which are commonly used for people to find one another in the crowd more quickly.
The front side was left blank, so people could write on them. On the back side we've put details of missing persons and a message from the Itaka foundation.
Results
As a result of the campaign, so far:
- more than 10 000 waiting signs have been distributed
- pictures of missing persons have been shown in more than 100 publications in local and national media
- the campaign generated more than 50 000 EUR in earned media (against a 250 EUR campaign budget)
- information about the Itaka Foundation reached more than 4 000 000 people.