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.
