FOCUS: AGENCY OF THE YEAR AWARDS 2000 - Saatchis triumphs with Unicef ChinaTVC

Category: China Ad Campaign of the Year Winner: Saatchi & Saatchi Client: Unicef Saatchi & Saatchi has won the China Ad Campaign of the Year for its work for Unicef. Titled "Someone else's child", the objective of the campaign was to build awareness of the need for an organisation like Unicef in China among both the general population and government officials. But before China can value an organisation such as Unicef, Saatchis needed to place a value on the children the United Nations body helps. The result was tears and lots of them. People in China care very much about their own children but are blind to other people's children who might not be given the same opportunity in life. As a result, the Saatchis team realised that to simply tell the people of China that an organisation such as Unicef is helping to educate, clothe and provide medical attention to these needy children was not going to create a reaction. Saatchis, therefore, needed to first place a value on these 'other children' by putting them in context with the average person's life. Unfortunately, Unicef does not have the funds to conduct a proper post-campaign analysis; however, the campaign's impact can be seen by the fact that it generated a flood of response from the Chinese public. Hopefully today, more people in China understand the impact that other people's children have on them. And as a result, it is hoped that they place a greater value on organisations like Unicef in helping those children receive the care they need to grow up strong and healthy.

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