MY CHILD

Short List
ClientMAGNA
Category A13. Not-for-profit / Charity/ Government
TitleMY CHILD
Product/ServiceNON-PROFIT
Entrant ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Idea Creation ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Media Placement ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
PR ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Production ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Credits
Name Company Position
Peter Darovec Istropolitana Ogilvy creative director
Jakub Mazán Istropolitana Ogilvy head of digital
Michal Valušek Istropolitana Ogilvy art director
Martin Bandžák Magna CEO

Background

Slovakia is the country which has been reckless or even dismissive of the topics like refugees or war victims, especially when it comes to their support. So, it was a challenge when we got photo portraits of Syrian children from refugee camps in Lebanon and were asked to share them with Slovak people and all possible media.

Describe the strategy

Our strategy was to target the campaign primarily at 89% of Slovaks, who are more or less worried about the arrival of refugees (according to Taylor Nelson Sofres survey) and secondary at 34.3% of Slovaks who, according to another survey by European Analytical Center, think that refugees is the biggest problem of Slovaks - even bigger than unemployment (17.5%) or corruption (16%). From the point of media strategy, we launched the one-day campaign in two phases - the first, teasing phase, was aimed to “waken" as many media entities as possible via shares of posts by influential personalities through another influential personalities - all of them under a close view of journalists. The second, revealing phase, which came at noon, triggered another avalanche of media outputs.

Describe the execution

The campaign was based on a curious connection of strong photos of ordinary Syrian children and publicly known personalities in a natural environment of Facebook. There was no special visuality - the only visuals were 80 photos of Syrian children by the famous Slovak photographer Martin Bandžák, who is, at the same time, founder of the humanitarian organization Magna. This caused, that nobody would, in the first phase, really think that the photos were a part of an advertising campaign.

List the results

Despite the negative attitude to refugees, within one day, we reached 74 media outputs, including all national televisions, radio stations, respected national newspapers and other online media, as well as 1650% growth of daily financial contribution for the humanitarian organization Magna. And all that for 0 budget.