Print and TV executions, said chairman and executive creative director David Guerrero, aim to put the issue on the agenda, in what is believed to be the NGO's first foray into advertising. "It's to get the problem on everyone's agenda," said Guerrero. "We wanted to explain what Childhope's role was in the first place, before they start talking about raising money."
In addition to BBDO, the production companies also worked for free, while media was donated by IBC's Channel 13 and national newspapers. Childhope was founded in 1986 and its Asian office was launched in 1989.
BBDO campaign highlights street children's cause
BBDO Guerrero Ortega has launched a new pro bono initiative on behalf of international NGO Childhope Asia, to raise awareness of the plight of the country's 200,000 homeless children.