| Title | WAITING SIGNS |
| Brand | ITAKA FOUNDATION |
| Product/Service | SEARCH FOR MISSING PEOPLE |
| Category |
A04. USE OF AMBIENT MEDIA: SMALL SCALE |
|
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 |
Results and Effectiveness
Results so far:
- more than 10 000 waiting signs have been distributed on two of the largest airports in Poland (Warsaw and Krakow)
- 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 (cost of printing of the waiting signs)
- the campaign has reached more than 4 000 000 people
Creative Execution
Due to limited budget (250 EUR) we had to create a cheap and reliable media especially for this campaign.
On the largest airports in Poland we installed waiting signs which are commonly used for two purposes:
- when you're waiting for someone you don't know or have not ever seen
- to locate one another more quickly in the crowd (even if you know how the person you're waiting for looks like).
The frontside of the signs was left blank so people could write on it. On the backside, the one facing the person holding the waiting sign, we've put in details of missing persons.
While waiting each person has enough time to read Itaka's message and to even memorise a face of a missing person.
This idea can be easily implemented on other airports (even in other countries).
Insights, Strategy and the Idea
Each year, more than 17 000 are reporter as missing in Poland every year. Itaka is the only NGO in Poland, which looks for them.
The objective was to increase awareness of the problem of missing people. To do so we had to demonstrate Itaka's activities to a wider audience.
Traditional missing persons announcements are often ignored, so to get Itaka's message across we had to create a new medium.
The idea was to reach our audience when they are waiting for their friends, relatives, colleagues, business acquaintances, etc. to arrive.