Unicef Finland wanted to raise awareness for children’s rights and raise funds with a minimum cost. They also wanted to reinforce their position as an organization dedicated specifically to children’s welfare. There are over 145 million orphaned or abandoned children all around the world.
“By supporting Unicef anyone can be a mother to them, just for a moment.”
To provoke and create discussion they started by abandoning sound-equipped (crying) baby strollers in 14 cities.
Inside the stroller was a note with the message:
Thank you for caring, we hope there is more people like you.
Be a mom for a moment.
Unicef
Media and public reaction was overwhelming. They flooded all the major TV, radio and web news. Estimated media reach was over 80% of Finnish population after just two days.
Advertising Agency: Taivas, Helsinki, Finland
Art Directors: Jyri Niemi, Anna-Mia Alanko
Copywriter: Adele Enersen
Account Supervisors: Heini Häyrinen, Joanna Kokonmäki
Production company: ADDlife Finland
References
I Believe in Advertising. Unicef Finland: Mom. March 31, 2009. Retrieved from http://www.ibelieveinadv.com/2009/03/unicef-finland-mom/.