Unicef-10M2 of mother's love
Kaiyu Li
Campaign details
Brand owner: UnicefLead agency: Young & Rubicam ChinaContributing agency: Young & Rubicam ChinaBrand: UnicefCountry: ChinaIndustry Charities and voluntary organisations, Public healthChannels used: Events and experiential, Mobile and apps , Online video , Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Social media , Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
This case study describes how Unicef wanted to promote breastfeeding to millions of young mothers in China through its '10m2 of Mother's Love' campaign, so that...