International Childrens' Fund: Lost Choir

Jonas Pieper

Campaign details

Brand owner: International Children's Fund
Agency: Grey Düsseldorf, Germany
Brand: 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 organisations do, the ICF's 'Lost Choir' would bring one of the most critical issues in this mad world straight to the fore: namely, that every three seconds the world loses a child.