Cannes Lions

SAVE THE CHILDREN CAMPAIGN

SHACKLETON AD, Madrid / SAVE THE CHILDREN / 2007

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Overview

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Credits

OVERVIEW

Execution

We placed an ad in the back cover of magazines.

But it was a different backcover. It showed pictures of several children and you are asked to choose which of them will be the next to:BE INFECTED WITH HIVSTEP ON A LAND MINEOR BECOME A SOLDIERHow? Just by turning an arrow.This postcard was also left in bars, cinemas, shops, etc… to reach non members

Outcome

• Spontaneous donations: more than 28,000 euros • Mix of regular donor vs. “once off” = 63%

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