Unicef - Toy Soldiers - DM South Africa

Y&R South Africa created a bag of playing children in classic toy soldier green plastic. I like it.

The challenge
The African continent has the world’s highest number of child soldiers, fighting in wars they don’t believe in, for causes they don’t understand. UNICEF extract many of these children from combat and reintegrate them into society. Y&R Johannesburg's aim was to rally support for this programme.
The Solution
Sending out a direct mailer that garners support for UNICEF’s child soldier programme. Initially, the mailer appears to be a typical packet of toy soldiers, but once opened, the recipient finds that the figurines are in fact children - reading books, playing soccer, riding bikes and doing other childhood activities.
Results
The package went to UNICEF supporter mailing lists as well as potential corporate sponsors. Awareness is up, and beyond the desired reaction from the recipients, many compliments are being received about the unique way in which it was put forward. More than a simple message, it’s an ongoing reminder of the realities these children face every day.

Country:
South Africa

Client: Unicef
Agency : Y&R Johannesburg
Anita Modi (Designer)
Bradley Stapleton (Designer)
Michale Blore, Liam Wielopolski (Executive Creative Director)
Liam Wielopolski (Creative Director)
Mbuso Ndlovu (Art Director)
Sebastian Schneider (Copywriter)