|Category||A13. Not-for-profit / Charity/ Government|
|Entrant||UNICEF FRANCE PARIS, FRANCE|
|Idea Creation||BRAND STATION Paris, FRANCE|
|Damien Guiol||Brand Station||Art Director|
|Loïc Chauveau||Brand Station||CEO, Creation Director|
|Samy Benama||Brand Station||Copy Writer|
|Natcha Crea||Brand Station||Marketing Director|
BackgroundIn 2018, in a time were everything can be bought and sold, more than 168 million children aged 5 to 17 are still engaged in child labour and still need our help. How do we keep this reality from becoming a customary evil in our western minds ? - Child slavery a subject still in the spotlight in 2018 (TV, articles, figures on the rise...) - However, adolescents / young people do not necessarily feel concerned by the subject because of the law of proximity - Fewer and fewer young people are giving money (difficult context: unemployment, price increases ...) - The campaign was launch at the same time of Instagram Shopping (and we know that young people are fond of new technologies)
Describe the strategyWe primarely designed the campaign to reach young individuals and families with affinities to socials causes; although no media was bought.We used the very recent launch and the novelty of Instagram Shopping in French consumer's minds as a PR platform to reach a wider audience, both in the specialized and mass media.Local tech and socially-conscious influencers were also targeted. #NoPriceOnKids is the first real hack of Instagram Shopping in the world for a N.G.O. On the occasion of the world day against child's labor, Unicef decide to hijack « Instagram Shopping » by putting children up for sale... for 0€. A deliberated price tag to remind people that a child's life is priceless. This campaign uses the instagram's brand-new shopping feature to raise awareness and help put an end to child exploitation.
Describe the executionA 40 seconds video describing the campaign was posted on Unicef France's Facebook page, as well as Instagram and twitter feeds at launch. The video linked to a website, designed as an e-commerce catalog where children were presented as available goods with price tags.6 visuals of the children with price tags were used on Unicef France's Instagram page to drive awareness of the campaign for its week-long duration.
List the resultsUltimately, UNICEF managed to set in motion a movement... - For 1000$ media investment : 3,2 millions $ in earned Media - 17 millions global impression in 3 Days?...fueling conversations among journalists, influencers and internet users... – Trending topic on twitter ... and kindling hope for a world where there really is No Price On Kids.
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