Save the ChildrenAdvertising, Client Project
Save the Children
CLIENT: Save the Children
BRIEF: Save the Children estimates that 2.5 million underage girls give birth against their will each year — meaning every seven seconds, a girl under 15 is forced into marriage. Create a campaign to bring awareness to child mothers around the world. In 2 weeks. With no money.
APPROACH: To tap into the consumerism of Mother’s Day – childmothersday.com was built (by ourselves, with $100) to bring attention to motherhood’s most forgotten: the children that are forced into it. Though it looked like an actual e-commerce site that sold gifts, no items were actually for sale. Instead, it hammered home the point that for the cost of a Mother’s Day card, $5.99, you could make a donation that would make a meaningful impact for at-risk girls across the world.
PRESS: AdAge’s Editors Pick May 2017, Creativity’s Editors Pick May 2017, AdWeek’s Adfreak Pick May 2017, Coloribus, Ads Of The World
TEAM: Creative Director: Dominic Al-Samarraie / Copywriter: Christina Pitsinos
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