Fund of Endangered Children, a non-profit making organization had launched this thought provoking direct campaign in the Czech Republic with a view to raise funds. The campaign was launched with a view to address the largest companies in the country and persuade them to contribute generously for a noble cause. The second aim of the campaign was to engage the general public as well to initiate a general discussion about the issue of tortured children.

People commonly are aware of this sensitive issue but until they are personally involved, they remain passive. The campaign is based on the fact that tortured children generally do not tell to anyone about their abuse except their trusted one such as teddy bear. The advertisers decided to send a DM pack to the CEOs of large companies including a real teddy bear with a recorded message of a tortured girl.

As per the claims, the organization experienced 1000 percent return on investment. The campaign was awarded bronze at Cannes Lions this year. The campaign was created by Proximity Prague.

Via Cannes Lions Live. Posted by: Balendu    Source

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