In 2018, in a time were everything can be bought and sold, more than 168 million children aged 5 to 17 are still engaged in child labour and still need our help. How do we keep this reality from becoming a customary evil in our western minds ?

#NoPriceOnKids is the first real hack of Instagram Shopping in the world for a N.G.O.

On the occasion of the world day against child's labor, Unicef decide to hijack « Instagram Shopping » by putting children up for sale... for 0€. A deliberated price tag to remind people that a child's life is priceless. This campaign uses the instagram's brand-new shopping feature to raise awareness and help put an end to child exploitation.

We primarely designed the campaign to reach young individuals and families with affinities to socials causes; although no media was bought.We used the very recent launch and the novelty of Instagram Shopping in French consumer's minds as a PR platform to reach a wider audience, both in the specialized and mass media.Local tech and socially-conscious influencers were also targeted.

Ultimately, UNICEF managed to set in motion a movement...

- For 1000$ media investment : 3,2 millions $ in earned Media

- 17 millions global impression in 3 Days?...fueling conversations among journalists, influencers and internet users...

– Trending topic on twitter

... and kindling hope for a world where there really is No Price On Kids.