Brief:

Worldwide 100 million girls are missing. They are missing. They are neglected, aborted and killed. Just because they are girls. People should take action against this injustice.

Description of how you arrived at the final design:

There are a lot of ways to dramatise 'disappearing'. The topic is of such nature that one has to find an 'artificial' way of showing it in order to avoid showing dead children or such. We have decided to trigger consternation without shocking people at the same time.

Describe the challenges and key objectives:

Potential donators should be reached in thematic environments which they share with other people. (Print titles with high affinity). There topics are discussed and values are debated. The topic 'Missing girls' has to create visibility there. With an appearance that suits the environments, sensibilizes the topic and generates maximum relevance.

Solution:

Potential donators should be reached in thematic environments which they have a high affinity to. There topics are discussed and values are debated. The topic "Missing girls" has to create visibility, where the people are building otinions. This is how the campain generates maximum relevance.

Result:

The print campaign reached 6 million readers. 2.4% of those visited the website. 3.3% of those were converted into donators (4.752 people).