International Childrens' Fund: Lost Choir
Jonas Pieper
Campaign details
Brand owner: International Children's FundAgency: Grey Düsseldorf, GermanyBrand: International Children's Fund
Executive summary
This case study shows how the International Children's Fund (ICF), a non-profit Christian organisation that provides humanitarian aid to desperately poor children and their families throughout the world, set out to raise awareness of the alarmingly high number of impoverished children dying worldwide, by teaming up with a German boys' choir and creating an unforgettable performance.
The Grey Düsseldorf agency decided that instead of bluntly showcasing pitiful, underfed children as many other aid...