Idea and Strategy:
What we have to achieve: We need peoples attention because we want them to be aware of children's rights and the fact, that these rights are often trampled under feet. AND: We want people to talk about this, think about it, make our society be aware of the topic altogether.
How can we achieve that: In my opinion the campaign has to work on two connected levels.
FIRST - GETTING ATTENTION: We need to get the attention of people, we need them to get involved. Therefore we have to communicate loud and clear, hard and hitting.
SECOND - EDUCATIONAL ADVERTISING: After we got peoples attention, we want them to think about our topic, we want to give them all the information they need and give them something to talk about - mouth to mouth or even via PR.
My posters (the first two layouts) show the FIRST step in our communication. I used the two child rights who could be shown in the most "eye-catching" way. The right to life. The right to grow up in peace. In know, this is a little against the briefing to focus on those rights, but the posters have to solve their purpose - getting peoples attention.
The IDEA: The concept is easy: In the absence of childrens rights, the kids have to deal with a lot of "wrongs". To express that, I used the internationally well known phrase "I have the right to..." and transformed it into "I have the wrong to..."
This teasing headline finds its solution in the claim: "There is a right against this wrong. A child's right to..."
The PICTURES: As you can see in the older layouts, I used known pictures of kids in harsh situations... but pretty soon - and with some very good feedback from this community, thank you - I realized, that the idea earned its own, brand new visualisation. With the help of a befriended art-director I found a new solution: We used pictures of the art of Gottfried Helnwein. His art is very radical and brave - but its still art. Like that we got pictures who draw attention without showing real kids in despair. AND: Using art brought up the idea for the second level of our communication:
On the SECOND level, we run a microsite all about childs right, with all the facts, the possibility to donate money... People are drawn there by our posters - as you can read in the copy. The CLOU: on this site we ask all interested people to express the absence of the other child rights in some peace of art - a photo, a painting, whatever (like Helnwein did in some way for the two mentioned child rights). This can be very interesting for kids and school classes. Like that we do not simply talk about them but have people and kids talk and think about them. And in the end we might have one or more big "vernissages" with the results of the whole campaign.
So far so good.
As I said: The older layouts shown here are early steps in the develloping of the idea.
VERY IMPORTANT: THE PICTURES SHOWN BELONG TO GOTTFRIED HELNWEIN. HE OWNS ALL THE RIGHTS TO THEM. NONE OF THOSE PICTURES CAN BE USED WITHOUT ASKING HIM FIRST. I ONLY USE THEM FOR LAYOUT PURPOSES HERE. IF UNICEF DECIDES TO USE THEM, THE HAVE TO CONTACT THE ARTIST FIRST.
Pictures shown in the earlier layouts belong to getty-images.
Idea and Strategy: