Campaign details
Brand: Save the ChildrenAgency: Overman SeolCountry: South Korea
Objectives
Save The Children lagged far behind UNICEF, World Vision and a few local NGOs in Korea. (The brand's Top Of Mind (TOM) the was fourth with 4%.) In order to increase its presence as a children's rights NGO, a 100th anniversary campaign was planned to raise brand awareness and TOM among the wider public.
Statistics show that in South Korea parental rights are regarded as one of the most important values. There is a view that children are not independent individuals, but parents' property....