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.
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
I Believe in Advertising. Unicef Finland: Mom. March 31, 2009. Retrieved from http://www.ibelieveinadv.com/2009/03/unicef-finland-mom/.
About Matt Schoenherr
Matt is a husband, father of four, marketing consultant and founder of Marketing Ideas 101. As a student, teacher and published author, Matt supports the worthy goals of service and commerce in the small business and nonprofit communities. You may find him on Google+, Twitter and Facebook. Creative marketing ideas and marketing strategies may be found at MarketingIdeas101.com.