Consisting of print and outdoor ads, the campaign depicted how the living standards of homeless children shaped their lives.
Arlene Aquino, planning director of BBDO Guerrero Ortega said: “People see these children on the streets all the time and it’s easy to take their living conditions for granted.
Arlene Aquino, planning director of BBDO Guerrero Ortega said: “People see these children on the streets all the time and it’s easy to take their living conditions for granted.
“We wanted people to realise that the dirty pavement they’re walking on is some child’s sleeping quarters, or that some unfinished roastworks with stagnant water is a street kid’s swimming pool.”
The campaign’s outdoor advertising is positioned in areas known for their high concentration of street children in urban areas.
First launched in December, the new campaign has raised US$100,000 worth of donations and supplies.
The previous phase of the campaign won gold at the New York Festivals awards at the end of 2007. Aquino added: “Apart from the creative awards the campaign has won, we are proud that it has got people thinking about reaching out to street children in whatever way they can.”
