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

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