| Title | MY FIRST WORDS |
| Brand | SAVE THE CHILDREN SWEDEN |
| Product/Service | SAVE THE CHILDREN |
| Category |
A13. Not-for-profit / Charity / Government |
|
Entrant
|
UNCLE UNICORN GOTHENBURG, SWEDEN
|
|
Idea Creation
|
UNCLE UNICORN GOTHENBURG, SWEDEN
|
|
Additional Company
|
SAVE THE CHILDREN SWEDEN Sundbyberg, SWEDEN
|
Credits
| Markus Lindsjö |
Uncle Unicorn |
Creative Director / Art Director |
| Niklas Moberg |
Uncle Unicorn |
Copywriter |
| Jakob Eriksson |
Uncle Unicorn |
Art Director |
| Melina Aristiadou |
Uncle Unicorn |
Client Director |
| Ida Olm |
Uncle Unicorn |
Account Manager |
| Mikael Selin |
Mikael Selin Design Studio |
Illustration |
| Stefan Ohlsson |
Le Nord |
Production |
| Simon Frankander |
Save the Children Sweden |
Public Affairs |
| Markus Poletti |
Save the Children Sweden |
Adviser Public Affairs |
Why is this work relevant for Direct?
Save the children in Sweden wanted people to understand the children’s situation, but just showing what their everyday life is like just isn’t enough anymore.
We’ve become to good at turning the blind eye.
So we made a picture book for the children of war.
Not for them to read or use. But for you for you to understand their world.
Background
BRIEF
Today, every sixth child lives in a conflict zone, an increase by 75%
since the 90’s. A fact that the Save the Children in Sweden wanted to make decision makers and the general public aware of.
Situation:
People are full of their own lives and many want their attention.
Objectives:
People have become too good at turning the blind eye. Showing photos and films where children are suffering just isn’t enough anymore.
Describe the creative idea
IDEA
We made a picture book for the children of war. Not for them to read or use, but for us to understand their world.
At first glance the book looked like any other picture book, but we filled the pages with objects that children in conflict zones has to face on a daily basis.
Describe the strategy
Strategy
Our key insight and the harsh reality is this: People have become too good at turning the blind eye. Showing photos and films where children are suffering just isn’t enough anymore. So we focused on creating pictures in people’s head by comparing our kid’s lives with the reality
in conflict zones.
Target Audience:
Members of the Swedish Parlament, Media
Approach:
Direct Mail
Call to Action:
Save the Children arranged a seminar about Children in War as the target group was invited to.
Describe the execution
We made a picture book for the Children of War which was sent to the 349 members of the Swedish Parlament.
List the results
• Shared by several members of the Swedish parliament.
• Instantly spread by nationwide news stations.
• Reached by more than 700 000 people on Facebook.
• Are now being produced in more countries by local Save the Children offices.
• Become a topic in an UN meeting in New York