Title	BABY IN RED
Brand	DOCTORS WITHOUT BORDERS
Product/Service	MEASLES VACCINE
Category	G05. Breakthrough on a Budget
Entrant	THE UNICORN Copenhagen, DENMARK
Idea Creation	THE UNICORN Copenhagen, DENMARK

Name	Company	Position
Peter Metcalfe	The Unicorn	Creative Director
Thomas Pries	The Unicorn	Creative Director
Mette Hørdum	The Unicorn	Managing Director
Marius Dahl	The Unicorn	Art Director
Camilla Schønberg	The Unicorn	Agency Producer
Johan Høyer	Lydbror	Sound Mixer
Bastian Schiøtt	Freelance	Director Of Photography
Anni Kammer	Doctors without Borders	Event Manager
Kristina Boldt Klausen	Doctors without Borders	Fundraising Director
Rasmus Himmelstrup	Doctors without Borders	Digital Officer

Why is this work relevant for Brand Experience & Activation?

'Baby in Red' for Doctors Without Borders made a very intangible problem relevant, by moving it to the streets. On TV and in other media, we are used to seeing foreign children, primarily in Africa suffering and dying from Measles, but by building a very life-like baby with measles and placing it on the streets of Denmark, by-passers saw, first-hand, what terrible disease it is.

background

Situation: Every single day, 300 people die from Measles. Most of them are under 5 years old. Brief: Doctors without Borders needed a new way to show this to Danes, since we have become immune to footage of suffering and dying children. Being an NGO, the budget was very limited, and a part of the brief was to get as many donations as possible, with the smallest possible cost. Objective: Doctors without Borders did not care for press or PR or branding. What they needed was cash donations to help vaccine children from this fatal disease.

Describe the creative idea (20% of vote)

Because we in the western world are vaccinated, we don't take measles serious anymore, and the problem seems distant: Both in terms of physical distance and mentally. So we moved the problem closer and had Denmark's leading special effects maker, build a very life-like baby covered with measles. We put the baby in a glass montre in the busiest walking streets all around Denmark, to give them a sense of what it would like in our part of the world.

Describe the strategy (20% of vote)

The strategy was simple: avoid the classic footage of sick and dying children from far, far away and find a way to make the disease feel as close as possible to our normal and secure everyday.

Describe the execution (30% of vote)

The baby was made in silicone and vinyl and placed in a plexiglass montre. The montre was then placed in 6 of Denmarks largest cities within a 3 week campaign period. We also filmed people reactions and the event itself which provided content for social media.

List the results (30% of vote)

All the results are confidential, so please see the confidential result-list, but feel free to contact Doctors without Borders Denmark for any further questions.