Fri, 08 Nov 2013 12:38:32 GMT
It’s a brutal fact: in 2013, there are over 34 million children in the world who are suffering from hunger1. It’s a sad, perennial subject that often gets forgotten: hunger figures shock or frustrate people. But this year, Action contre la Faim (ACF) is taking the opposite line: it focuses on another figure, a positive one this time. Every 3 minutes, ACF saves a child from starvation. In November, the NGO will be speaking out on TV and in a poster campaign to promote its work. Let’s take a look at this awareness campaign that refuses to give up hope.
The feeling of hunger – real hunger – hunger which delays a child’s growth, hinders intellectual development and can lead to death: it seems so removed from our daily lives. People will support a charity because they feel close to its cause. But how can you feel close to a cause that is so distant and continual that it feels hopeless?
Action contre la Faim came to Publicis Conseil with this question in mind, and with the ambition of changing the codes of humanitarian communication. The task was to leave behind fatalistic calls for help, and try to remove this distance: we needed to bring the cause closer to the general public, and give people a reason to get involved. No, hunger in the world is not inevitable: we now have the means of preventing, detecting and curing this disease. It is a struggle that is justified by a simple figure: every 3 minutes, Action contre la Faim saves a child from starvation2. The campaign thus plays on the ambivalence of these 3 minutes: it is an unremarkable length of time in someone’s daily life in France, but an exceptional amount of time within which a child can be saved.
In order to get as close as possible to everyone’s day-to-day life, the “3 minutes” campaign varies according to its format and media. The media plan is structured around:
- Two 30” TV adverts. Director Shaun Severi will be behind the camera. He will delve into the daily life of ordinary people, and show glimpses of it. Waiting at a bus stop, making a coffee: 3 ordinary minutes that will be put into perspective by the Action contre la Faim message.
- A poster campaign in Paris and the Ile-de-France region: in stations and on the RER C & D high-speed suburban network. To better engage passers-by, each poster will be adapted to its location (e.g. in a station: “3 minutes, it’s the time you wait for your train”)
- A digital campaign with web banners.
Find out more: www.actioncontrelafaim.org/3minutes
Action contre la Faim: Bruno David, Anne Degroux, Julie Pappacéna
Agency: Publicis Conseil
CCO: Olivier Altmann
Creative Director: Olivier Altmann
Copywriter: Anne Boistard
Art Director: Margaux Collignon
Account Managers: Sophie Larrieu / Caroline Darmon, Elodie Orosco, Sophie Bouquet
Strategic Planning: Anouk Benlolo, Sacha Garel
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TV Production (Prodigious): Pierre Marcus, Bertrand Ayache-Anguenot, Armelle Sudron
Sound Producer (Prodigious): Boris Nicou
Director: Shaun Severi
Company Production: Wanda Productions
Producer: Claude Fayolle
Post-production (Prodigious): Gabriel Thiebaut
Business Affairs (Prodigious): Carlos Serrano, Till Buisson
Categories: Charity, Corporate, Social and PSAsPublicis Conseil, Fri, 08 Nov 2013 12:38:32 GMT