BACKGROUND:

SOS Children's Villages is an independent organisation which has been working to meet the needs and protect the interests and rights of children since 1949.

TASK:

To create a digitally centered campaign around Mother's Day, driving PR, online buzz and donations.

INSIGHT:

Our consumer audience have grown blunt and the misery and agony of children far away feels distant and hard to relate to.

CONCEPT:

So for Mother's Day we brought misery closer, to Sweden's everyday life, to the kids we meet every day. The kids we know and have grown fond of. We engaged eight celebrity moms, ten of their kids, eight photographers with their own unique style and created forty-eight photos that transformed the adorable celebrity kids' reality into an alternate reality, where they'd been born somewhere else, with no mother and without a chance.

RESULTS:

More than 10 000 000 media and online contacts (estimated net reach) throughout Mother's Day and the four days leading up to it. In short; 100% of our target group and beyond came in contact with the campaign and it stirred up debate and discussion as well collected 100% more money on Mother's Day than previous year.