The campaign, initially conceived as a print campaign, was specifically adapted to radio. With a little twist that made the concept work without any picture.

World Vision is an international NGO created in 1947 in order to help vulnerable children all over the world. It is quite famous in some countries, such as Australia or the USA, but in France, it is a very small organization with very low advertising budget.

In 2023, they didn't have enough money to produce a full campaign like in 2022. But advertising radio is not expensive and we suggested to make a few spots. A way to touch a new audience and to enrich the campaign.

The radio campaign plays on a very simple idea: radio is the perfect medium to convey the atrocities that millions of children live every day (or night). Because on radio, you cannot see anything. And when it comes to the wedding night of an 11 year old girl, the burial of a young boy who starved to death or the cries of a sexually mutilated baby, it is better not to see anything. But you can make a donation and help change the way some children see the world.

Wedding / 30 seconds

Voice over : “The good thing about radio, is that there’s nothing to see”. We can hear a bed squeaking and the gasps of a man’s pleasure. Then, we hear a little girl moaning in pain.

Voice over : “And it’s better not to see the wedding night of an 11-year-old child”.

Pause. “Each year, 12 million underaged girls are forced to be married. Help us change the way they see the world. Make a donation on worldvision.com”

All over the world today, millions of children are constantly surrounded by violence, death and suffering. These tragedies have been further exacerbated these last years, with the acceleration of global warming (which in Africa has led to an unprecedented drought, causing a dramatic decrease in water and food resources), as well as the intensity of devastating conflicts for civilian populations.

World Vision France wanted to sound the alarm on these crucial issues. Horrors such as the rape of a child bride or the genital mutilation of a young girl.

Beyond alerting opinion, the campaign also called for donations.

Trafic to the website raised by 30% (31% of new comers)

Engagement raised by 15%

Donations raised by 3% despite record level inflation in France.