Cannes Lions

COMMUNITY RESPONSIBILITY

SAATCHI & SAATCHI SOUTH AFRICA, Cape Town / SALVATION ARMY / 2010

Presentation Image

Overview

Entries

Credits

Overview

Execution

We placed a bespoke toy crane vending machine, "Little Treasures", in the food court of a busy shopping mall. Close to where other vending machines were situated. People engaged with the game, only find it was part of a child trafficking campaign, via the tags attached to the dolls inside. The work was used to raise awareness and funds.

Outcome

The campaign launched with thousands of people playing the game. News quickly spread throughout the country. People from all over took notice and the campaign grew. 'Little Treasures' featured in websites, blogs, radio shows, regional and national newspapers, as well as the country’s leading news network. It was applauded by celebrities and political figures. It effectively helped to raise awareness and strengthen The Salvation Army's stance.

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