In Australia, the issue of youth homelessness is a pressing concern, with a staggering 46,000 young individuals finding themselves without stable housing. Despite the magnitude of this problem, misconceptions persist, hindering efforts to support these vulnerable youths. Whitelion, a small Australian charity, recognized the need to challenge these misconceptions and drive both awareness and donations to assist at-risk youth. With limited resources but a bold idea, they embarked on a groundbreaking campaign that not only captured attention but also ignited action across the nation.

Highlighting the Problem:
The heart of Whitelion’s campaign lay in its ability to shed light on the invisibility of youth homelessness. Drawing a parallel between the unnoticed plight of 46,000 homeless youths and the overlooked presence of payphones, the charity devised “The Loudest Call” initiative. By simultaneously activating 15,391 payphones across Australia, Whitelion made the issue impossible to ignore. The cacophony of ringing payphones served as a powerful symbol, demanding attention and sparking conversation.

Creating Impact:
The impact of Whitelion’s campaign was two-fold: it raised awareness and generated crucial funds for their cause. Despite the unconventional approach and the limited budget of $3,775, the results were remarkable. With an average pickup rate of over 19% and an average listen rate of 9.7 seconds, the campaign effectively reached a significant portion of the population. Moreover, the duration of some calls lasting up to 59 seconds demonstrated genuine engagement and interest in understanding the issue further.

Breaking New Ground:
What set Whitelion’s campaign apart was its innovation and audacity. By leveraging an outdated technology like payphones, the charity tapped into an unexpected avenue for social change. The sheer scale and novelty of the initiative captured the public’s imagination, garnering attention from media outlets and individuals alike. Moreover, “The Loudest Call” not only raised awareness within the community but also challenged preconceived notions about at-risk youth, emphasizing their resilience and potential.

Conclusion:
Whitelion’s campaign stands as a testament to the power of creativity and determination in addressing social issues. By ringing out the reality of youth homelessness through payphones, the charity succeeded in amplifying their message and inspiring action. Moving forward, initiatives like these serve as a reminder that even the smallest voices can make the loudest calls for change. As communities unite to support at-risk youth, we move closer to a future where every young individual has the opportunity to thrive.

Credits
Client: Whitelion Youth
Campaign: The Loudest Call
Advertising Agency: Ogilvy | WPP Group

This campaign is about:
Awareness, Youth Homelessness, Whitelion Campaign, At-Risk Youth, Social Change, Innovative Initiative, Community Engagement, Resilience, Donation Drive, Creative Outreach, Donation Campaign, Homeless Youth, Outdoor Campaign

]]> https://campaignsoftheworld.com/film-and-video/ipdc-finance-child-marriage-prevention-loan/ Tue, 12 Apr 2022 14:22:44 +0000 https://campaignsoftheworld.com/?p=26169 Child Marriage Prevention Loan By IPDC Finance & Amal Foundation

Bangladesh ranks in the top 10 countries with the highest levels of child marriage. 51% of young women were married before turning 18.

Lockdowns further limited the incomes of many daily wage earners, forcing their migration back to rural Bangladesh.

The Child Marriage Prevention Loan (CMPL) is a conditional zero-interest microfinance loan that helps poor parents to start sustainable businesses if they meet the following three criteria.
The loan applicants must be parents of 12- to 18-year-old girl children. Secondly, the girls cannot be married before the legal age. Lastly, they must be educated until the end of high school.

IPDC and Amal acquire, validate, and authorise loan applications based on these criteria. Then, the press release adds that parents commit to marrying their daughters off only after they are of legal age and have completed high school.

The loan is subsequently presented to the parents in front of their local communities by IPDC and Amal Foundation officials. Amal Foundation aids the parents in establishing sustainable businesses after the loan is issued. They also give business management training.

These parents have a 30-day grace period. Then, Amal Foundation collects weekly loan instalments on behalf of IPDC and surveys the girls’ schooling and the business. These payments are then used to fund more loans for other interested parents.

IPDC and Amal Foundation hope to reduce discrimination through the CMPL by providing sustainable income sources to impoverished families in rural Bangladesh. This, in turn, will help transform these girls from being burdens into assets and help alleviate poverty.

Credits
Advertising Agency: Grey – AKQA, New York
Tags: Film, Bangladesh, Finance, Public Interest, NGO, Amal Foundation, IPDC Finance, WPP, Child Marriage Prevention Loan, Zero-interest loan

An advertising agency called GTC built the advert from the ground-up. The game came out in the form of highlights on EMEA Instagram channels of Jeep. The IG stories depicted the journey of a Jeep SUV. The vehicle traversed through different terrains whilst rescuing the gifts left behind by Santa Claus. From concrete city-roads to snowy mountainous tracks, the SUV overcame all obstacles to aid Santa’s journey.

We feel that this campaign invoked a sense of immersion that felt quite fresh. The presentation of a video-game-themed advert on social media was quite innovative.

Credits
Brand: Jeep
Campaign: Renegade Santa Rescue
Advertising Agency: GTC
Executive Creative Director: Cristino Battista, Christopher Jones
Creative Director: Antonio Di Battista
Art Director: Andrea Colombo
Copywriter: Beatrice Galli
Animation Artist & Motion Designer: Leonardo Jona
Social Media & Digital PR Director: Danielantonio Di Palma
Social Media Manager: Giuseppe Colaneri, Federica D’Andria
Community Manager: Laura Nava
Digital Client Director: Efrem Maggi
Senior Account Manager: Eleonora Guido, Carlotta Leva
Account Manager: Giorgia Coradazzi

Tags:
Digital Campaign, Italy, Automotive Campaign, Jeep, WPP, Jeep Renegade, Christmas Campaign, Christmas Ads, Santa Rescue, Digital Marketing, Topical Spot, Instagram, Social Media campaign, Innovation, Renegade Santa Rescue

The advertising agency responsible for the creation of the campaign is Y&R Advertising, Prague. The video begins with old Robert cycling his way through a country road. A flashback takes the viewers through Robert’s early days, and details on the birth of his passion for cycling. The mention of Robert’s accolades is also spread throughout the short film. The story takes a dark turn when viewers get to know that the communist regime forbade Robert from participating in racing competitions.

However, Robert took it upon himself to remedy his predicament. Despite a failed first attempt, he assembled a hot air balloon on his own. On the day dubbed as his most important race (the day he flew to the other side of the border), Robert had his Favorit right by his side.

We feel that this campaign does justice to the main subject of the exhibition. The inspirational tale of Robert Hutyra yet again proves that nothing can stop a man with enough passion and determination!

National Technical Museum | Story of Robert Hutyra

Credits
Advertising Agency: Y&R, Prague, Czechia
Campaign: Story of Robert Hutyra
Production Company: Creative Embassy
Music: Studio Bang World
Sound: Studio Soundsquare
Post Production Company: PFX
Regional Chief Creative Officer: Jaime Mandelbaum
Chief Creative Officer: Tereza Sverakova
Executive Creative Director: Dora Pruzincova
Creative Director: Marco Antonio do Nascimento
Art Directors: Jan Siller, Vit Strobl
Copywriters: Dora Pruzincova, Jaroslav Kratochvila
Agency Producer: Jana Dlouha
Director: Wolfberg
Director of Photography: Martin Matiasek
Editor: Filip Malasek
Music: Viliam Beres, Steve Walsh
Sound Designer: Viktor Ekrt
Producers: Petr Oplatka, Vasek Sladek
Line Producer: Vit Pecka
Post production: PFX
Executive Managing Director: Tomas Dvorak

Tags:
Film, Czechia, Recreation, Leisure, National Technical Museum, WPP, Y&R, Prague, Favorit Bicycle, Cycling, Short Story, Inspiring Film, Inspiring Campaign

Ford’s SafeCap is a cap for truckers that detects their head movements in pre-sleep mode and alerts them through light, sound, and vibration to prevent them from dozing off. Ford took help of research to identify specific head movements of the truckers that alluded to the tendencies of sleep like fatigue and decreasing awareness. The people involved helped Ford develop a software that could detect these movements through an embedded sensor and a gyroscope in the cap by way of light, sound, and vibration.

We think that this technology is still far from completion to benefit the larger base of truckers and Ford is looking for more innovative partners to improve the design, functioning and scalability of the product.

Credits-
Brand: Ford
Campaign: Ford Safe Cap
Category Vehicles & Accessories
Agency Network: WPP Group
Advertising Agency: J Walter Thompson, Brazil
Production Company: PBA
Executive Creative Director: Vico Benevides
Creative Director: Rodrigo Strozenberg
Copywriter: Thiago Lins
Art Director: Fernando Lyra

Tags:
Ford Motor Co., Ford Campaign, Ford Road safety, Road safety campaign, Awareness campaigns, Digital, On ground, Software, App, Technology, Innovation, Safe Cap, Ford Safe Cap, J Walter Thompson, Brazil, WPP, Automotive campaign, WPP Group, Clio Awards, Product Design