Tseliso Rangaka
Chief Creative Officer at FCB South Africa
Cape Town, South Africa
TitleHow tall are you
Agency
Campaign How tall are you
Advertiser UNICEF
Brand UNICEF
PostedSeptember 2008
Business Sector Human Rights
Tagline Children only have to be this tall to fight
Philosophy The way to get the attention of any parent is through their children. And this is what we set out to do.

Target Audience

The "standees" were targeted at adults with children. They worked by drawing the children in and as a result the accompanying adults as well. As the children interacted with the "standees" they became part of the execution and their parents got hit by the full impact of the message.
Problem UNICEF reports that there are welll 250 000 children in armed forces around the world.

Our objective was to draw up people's attention to this fact and drive them to the UNICEF website where they would find more information on the Coalition to Stop the Use of Child Soldiers. All in engaging and cost effective way.
Result The "standees" generated a lot of interest from children and adults alike. HITS on the UNICEF website also increased over two month campaign duration.
Media Type Outdoor/Out of Home
Art Director
Creative Director
Executive Creative Director
Illustrator
Photographer
Copywriter

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