Cannes Lions

LANDMINE AWARENESS

DDB RETAIL, Oslo / NORWEGIAN RED CROSS / 2005

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Overview

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Credits

OVERVIEW

Description

Small toy animals were spread over an area (markets, sidewalks etc) in connection with Red Cross stands. There was a message attached to the underside of the toys, reading "If this toy were a landmine you would be mutilated for life. For some there are no limits in war. But there are rules, and the Red Cross has a duty to report when somebody breaks them. As a member you will also be there to tell."

Outcome

The event received a lot of attention, both on the streets and in national media channels. It appeared on national TV, Radio and in newspapers. Volunteers appreciated this implementation so much that we had to double the order for toys.

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