| Title | Toys |
| Agency |
Ogilvy India
|
| Campaign |
Street/Home - IAPA
|
| Advertiser |
The Indian Association For Promotion Of Adoption & Child Welfare
|
| Brand |
IAPA
|
| Posted | April 2007 |
| Business Sector | Charities, Foundations, Volunteers
|
| Tagline | Honour the right to childhood. |
| Story | The campaign asks society to adopt homeless children and give them a proper home. There are three ads in all. Each is a doublespread. When you first see the ad, you see a child on the street on the right hand page. Actually, the image of the child is on a transparent (acetate) sheet and the backdrop of the street is on the right hand page. When you turn over the transparent page it falls on the left-hand page which has a picture of the interior of a home. So now it looks like the child is in a proper home. |
| Philosophy | To show society that the act of adoption can transform the child's world. It is like turning a page and beginning a whole new chapter in the child's life. |
| Problem | There are thousands of street children, many of them child labourers. It is hard enough to find adoptive parents for unwanted babies. It is even tougher to find homes for these children who are well past the baby stage. |
| Result | While no statistics are available, the client believes that the message hit home. It succeeded in creating awareness on an important subject that is usually brushed under the carpet. The campaign resulted in increased calls and enquiries to their organisation. |
| Media Type |
Print
|
| Market | India |
| Creative Director |
Sumanto Chattopadhyay
|
| Photographer |
Saish Kambli
|
| Copywriter |
Sumanto Chattopadhyay
|
| Art Director |
Kunal Sawant
|
| Creative Director |
Piyush Pandey
|
| Copywriter |
Kunal Sawant
|
