A Sensitive Subject With a Stern Message
There are few things as troubling and concerning as children who are at risk. When the non-profit organization Child Find needed to reach out to it’s database and the public in order to generate awareness and support, the creative needed to be moving and unforgettable. Audiences were lured into the message by the innocence of a child’s face and the semblance of a common moment in time, only to find themselves the victim of a horrible realization that the child is actually in danger.
The delicate balance and the impact of this compelling creative produced higher than expected responses of financial and community support. It spurred social discussions on the matter and was incredibly effective in achieving the attention needed in order to make communities and parents alike more aware of the issues around the safety of the young.
Beyond the television campaign, magazine ads, postcards and personalized letters sent to prospective donors combined to spread the message and generate financial support.
paolo bugatto • creative 