Unicef

Information / Credits

The African continent has the worlds highest number of child soldiers, fighting in wars they dont believe in, for causes they dont understand. Unicef extract many of these children from combat and reintegrate them into society. Their aim was to rally support for this programme. Sending out a direct mailer that garners support for Unicefs child soldier programme. Initially, the mailer appears to be a typical packet of toy soldiers, but once opened, the recipient finds that the figurines are in fact children - reading books, playing soccer, riding bikes and doing other childhood activities. Results: The package went to Unicef supporter mailing lists as well as potential corporate sponsors. Awareness is up, and beyond the desired reaction from the recipients, many compliments are being received about the unique way in which it was put forward. More than a simple message, its an ongoing reminder of the realities these children face every day.

Agency: Y&R Johannesburg, South Africa.