Unicef wanted an impactful campaign, but didn’t have a large budget, and hoped to augment their media buy with donated print space.
In addition, they asked that we use their stock images, which to many donors were all too familiar: The sad child; the crying baby; common parlance in the non-profit world. By using a mathematical construct, we were able to give these powerful, if overused, images new life and relevance. The strength of the campaign earned over $2MM in free media placements from major publications such as Time, Vanity Fair, the Washington Post and others, and a Fortune 500 CEO commented that the work was “so powerful it inspired me to give for the first time.”
- Project Roles
- Conceptual, Copywriting
- Project Industries