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Truck Art Childfinder

Truck Art Childfinder | Berger Paints | BBDO
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basics
Industry: House, Garden & Pets
Media:Design & Branding
Style: Minimalism
descriptioncnen
Why is this work relevant for Media?

To locate missing children, we combined a relevant local art style, a highly effective and strategic media device, and a direct response mechanism.

Background

Every year, more than 3000 children go missing in Pakistan, a large number of whom are kidnapped and trafficked quickly to various parts of the country, with countless cases of abuse and mutilation. There are few mechanisms to aid in the recovery of children, including the fact that traditional media to raise awareness does not penetrate into remote regions.

Roshni Helpline is an NGO that is dedicated to recovering missing children and reuniting them with their families. As a non-profit, Roshni needed a unique communication tactic which would help them with their mission. Berger Paints also has a vision to contribute to social good through a relevant use of their products.

Our brief was to come up with an exceptional idea that would not only connect directly with audiences in raising awareness about missing children, but would also directly help in recovering them.

Describe the creative idea/insights (30% of vote)

"Truck Art" is a unique form of art found in Pakistan: transport and goods trucks traveling across the country are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy. These brilliantly painted works of art often include portraits of famous personalities - actors, sportspersons, military chiefs, politicians (we even spotted a Justin Trudeau truck).

Truck owners and drivers routinely compete with each other to build the most ornate truck possible, as it drives business. It is a distinctively Pakistani cultural icon: much loved and much followed.

This was the unique platform we used: in place of famous personalities, we painted portraits of missing children on these trucks in the style of truck art, with a helpline number. We worked with local truck artists and regional trucking companies to ensure that not only would the art look authentic, but would be properly disseminated.

Describe the strategy (20% of vote)

The toughest issue with solving child abduction cases in Pakistan is that children are often removed very quickly from their original location, thus making them close to impossible to find in a large country where there is very little infrastructure to locate missing persons.

To address this, we knew we would need a device that was non-stationary and mobile: a missing child poster in one location will not help as much as a message that travels through the country.

This had to be a campaign in which each execution would connect with thousands of people all over the country at a minimum budget, while not only raising awareness of child abductions to a greater audience, but also providing an apparatus to locate missing children through direct response.

On a business strategy level, the activation fit perfectly with the brand vision of using paint to bring about a positive change.

Describe the execution (20% of vote)

We collaborated with a renowned artist who in turn worked with local "truck artists" - painters who specialise in the unique skill of illustrating on trucks. Using paints supplied by Berger Paints, the artists replicated the last photograph of the missing child and painted the backs of these trucks with the portrait, a helpline number and information about the child.

Trucks were selected to ensure the routes would be covered in every direction possible, starting from the original location where the child went missing; the vehicles drove through both urban and rural areas.

We started with a first wave of 20 trucks, and painted the portraits of the most recently reported cases. The campaign plans to paint a total of 100 trucks in the next six months.

List the results (30% of vote)

Within only the first 4 weeks, three children have been recovered and reunited with their parents due to callers noticing the trucks - and mentioning so on the call. 1,015 calls were received on the helpline in these 4 weeks from 39 different cities in all parts of Pakistan, of which 104 were solid leads for missing children.

The trucks have covered almost all parts of Pakistan, making hundreds of thousands aware of the campaign and Roshni Helpline: a beacon of hope for parents who search for their missing children but have nowhere to turn to when the police ignore them.

Local police have acknowledged the efficacy of, are now collaborating in implementing, this new technique.

For the Berger brand itself, visits to their Facebook page rose by 395% in the first week alone.
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awards
Cannes Lions International Festival of Creativity 2019
Silver PR
Content-led Engagement & Marketing
Cannes Lions International Festival of Creativity 2019
Bronze Media
Use of Ambient Media: Large Scale
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