UNICEF Campaign Refresh
Background
There were nearly 140 million orphans globally in 2009, including 61 million in Asia, 52 million in Africa,10 million in Latin America and the Caribbean, and 7.3 million in Eastern Europe and Central Asia.This significant figure represents not only children who have lost both parents, but also those who have lost a father but have a surviving mother or have lost their mother but have a surviving father. Even though we cannot bring back their lost parent, nonetheless, by looking after their basic needs, health, alimentation, education and basic security we are able to provide them a safe childhood.
For the refresh idea, I wanted to shift this campaign for Indonesia market. In Indonesia, there are about 4.1 millions orphans and children living on the street, many children continue to live in unsanitary conditions and so do not enjoy all of their rights.
An estimated 7,500 children live in the Jakarta metropolitan area. This number alone is shocking and even more so when one considers then just how many children may be affected by this problem over the entire Indonesian territory. Indonesia is faced with numerous problems related to health. For instance, the data on the child mortality rate are catastrophic: roughly 40% of Indonesian children die before the age of 5. Newborns, for another example, are the victims of multiple diseases such as low weight that are very common in this country.
Indonesian law grants free education to everyone. However, this law has not been applied in all the provinces. An alarming number of these children do not continue on to the secondary level. The need to earn money becomes a higher priority than education. The children most affected by this lack of education are those from poor families, and even more particularly girls, who are often destined to become homemakers.
Idea/Message
My idea for this refresh campaign is “imagination”. Children like to play pretend and imagine all the time. Each time they draw, they access their imagination and make physical representations of what’s in their mind. Their imaginations have allowed them to create all of the things that they see and are surrounded by every day. And they draw everything that they hope would happen in their lives, their hopes to be able to spend their childhood with their parents.
AMBIENT
MRT STATIONS
In Jakarta, MRT Jakarta user raises by 153 Percent. According to research, the number of passengers will likely double to 200,000 people per day. Thus, I would put the poster on MRT station’s billboard as it would be able to attract the passengers.
"If only I could feel safer with my family by my side."
In Indonesia, there are about 4,4 million orphans and neglected children living on the street. Your compassion can make a difference.
MAGAZINE ADS (Transparent page)
The idea of this ambient is to present that when the readers flip the transparant page, it can be seen that the kid now is not alone anymore, she has a family to protect her. This is to encourage the reader that, their compassion can make a difference to the kids.
WOMEN & CHILDREN HOSPITALS
The hospital is the right place to promote this campaign since many parents come to give birth to their babies.
As people come to visit their friends or family, this increases the opportunity to make the people aware of child neglect issues in Indonesia. The idea of this ambient is when visitors open and close the sliding door, it gives the impression as if they help the child get closer to his parents and it shows that they can be the part of the kid’s life as his parents.
Thank you for visiting!
