Abbott Mead Vickers BBDO (UNITED KINGDOM)
|Kids Company, Kids Company - Children's Charity: "Make it Stop"||41-00252-INT|
Agency (& City): AMVBBDO, LONDON
Creative Director(s): ALEX GRIEVE, ADRIAN ROSSI
Copywriter(s): ANTONIA CLAYTON
Art Director(s): ELIOT WYKES
Production Company (& City): AMV LAB
Film Director(s): KATYA CHITOVA
Production Company Producer(s): LUIZA CRUZ-FLADE
Agency Producer(s): LUIZA CRUZ-FLADE, PETE SHUTTLEWORTH, ZOE CUNNINGHAM
Thousands of children in London suffer the appalling effects of neglect every single day.
Kids Company can stop this but they face two significant challenges: awareness (no one knows about children’s suffering) and money (people don’t donate if they’re not aware).
To highlight the relentlessness of the children’s suffering, we utilised the short and looping nature of Twitter Vine and created three hard-hitting 6 second video clips - from a boy eating out of a bin to a girl sleeping on cardboard.
Each one punctuated with a motivating appeal to the user to ‘make it stop’.
Twitter Vine was perfect, not only for reaching out, but also for its zero cost and ‘immediate’ appeal.
And the originality in our creative not only lies in utilising Vine’s functionality of hard-hitting films that loop (whilst urging the user to ‘make it stop’ by donating) but also through the campaign being one of the first on Vine since its launch to actually address a serious social issue.