Childline - "Stolen Future"

Network BBDO

Network BBDO Johannesburg, South Africa

3752

Title	Stolen Future
Agency	Network BBDO
Campaign	Stolen Future
Advertiser	Childline
Brand	Childline
Posted	June 2005
Product	Child Protection
Business Sector	Anti-Domestic Violence, Sexual Abuse
Philosophy	People on the Childline mailing list have grown used to receiving a calender each year. So, we sent them a calender, but one that illustrated the effect that abuse can have on a child's future: The calender had all its pages torn out!
Problem	ChildLine is the largest child protection agency in South Africa. In order to create awareness and donations they send out a calender to potential donors every year. It is usually a beautifully designed calender that people look forward to receiving. Client felt that sending out a calender was not working as hard for them as it had in the past and asked us to come up with other ideas designed to create awareness amongst potential donors about the work that Childline does.
Result	Donations to Childline increased 15% to 20% , the downward trend in donations was reversed.
Media Type	Direct Marketing
Market	South Africa
Creative Director	Mike Schalit
Art Director	Philip ireland
Copywriter	John Davenport