Cannes Lions
OGILVY SOUTH AFRICA, Johannesburg / UNICEF / 2008
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There are over 100,000 Child Soldiers in Africa. South Africa is the most prosperous country on the continent and South African parents are in a strong position to support UNICEF’s Coalition to Stop the Use of Child Soldiers. We sent out mock military draft e-mail notification that appeared to be from the government department of defence, telling parents that their child had been “drafted”. When responders clicked on a return button, they were taken to a page that told them more about the recruitment of Child Soldiers in other countries and urged them to join the Coalition.
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