Charities, Public Health & Safety & Public Awareness Messages

The Shortlist
CAMPAIGN
Missing Children
AGENCY
JWT Beijing
CLIENT
Baby Back Home Volunteers Association
BRAND
Bao Bei Hui Jia
DETAILS
Baby Back Home (Baobeihuijia.com), China's search group for missing children, helps families by publishing missing profiles on their website. Parents need to go through thousands of profiles to identify their children. Unfortunately, the website of Baby Back Home was not as accessible and visited as intended, little success was achieved. Since the group did not have enough budget for advertising across the country, the public’s awareness was relatively low. In a country as vast as China, the likelihood of finding the missing children is low. Years can pass without any news. This meant we needed a more visible and impactful solution for Baby Back Home. Since “missing children” were already a common social problem in China, people were no longer surprised by the situation and gradually became by-standers. We needed to give people a reason to get interested and help search the missing children from every corners in China, motivate them to become proactive doers from by-standers. We decided to subtly interfere with the daily habit – taking photos of everyday life and make it an act of charity by using a simple APP. We wanted to achieve maximum exposure for Baby Com Home and bring it to the public’s awareness
CAMPAIGN
The Digital Earth Hour ñ Creating an Online Event, Reaching Millions of People in 1 hour
AGENCY
BBH China
CLIENT
WWF China
BRAND
WWF China
DETAILS
CAMPAIGN SUMMARY

Every year Earth Hour encourages people to turn off their non-essential lights for one hour to raise awareness for climate change. In China, awareness of this Movement is low. Events have been hosted in the past but without the success that the issue deserves. This is due to a sense of apathy towards environmental issues in China. We needed to find a way of reframing the Movement in a way that would be relevant to a Chinese audience. In China, whilst people may not be overly concerned with Environmental Issues, one area they are massively interested in, and spend a lot of time on, is the digital space, particularly social media. This presented a great opportunity – repackage Earth Hour as a virtual event that would create impact and engagement, and do it in a way that doesn't give people a choice in terms of participation. We created the Digital Earth Hour – an online event reaching millions of people in 1 hour.
CAMPAIGN
Unselfie
AGENCY
BBDO Guerrero
CLIENT
Agency
BRAND
Typhoon Haiyan Aid
DETAILS
CAMPAIGN SUMMARY

At the end of 2013 the Oxford dictionary declared ‘selfie,’ the act of taking your own picture and posting them on social media as the word of the year. On March 8, 2014, Time magazine declared two cities in the Philippines as the ‘selfie’ capitals of the world. These cities average 258 per 100,000 people proudly sharing their self-photos with the tag ‘selfie’ on them. Other Philippine cities also hold ranks 9, 16, 59 and 72 in a study amongst 459 cities. A few months before on November 8, 2013 the strongest storm recorded in history made landfall in the southern provinces of the Philippines. Haiyan is also the deadliest typhoon in recorded Philippine history in a country that is no stranger to natural disasters. By the time it had levelled a small city it left behind a trail of devastation amounting to USD 12B in damage. This case documents how turning the ‘selfie’ selfless led to a large-scale awareness drive to raise funds and donations for all affected by Haiyan. It documents how you can convert the social currency of profile photos into actual media values to deliver an important message at an extremely important time.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters