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Ambient Marketing for the Children

 

Posted on October 1, 2008
Jessica Hartstein

 

The Christina Nobel Children´s Foundation wants you to know about the millions of children worldwide who feed on our trash each and every day. The foundation has asked the Leo Burnett agency, located in Hong Kong, for help. The agency has created a unique ambient marketing campaign to get the message across.

The Leo Burnett agency has created a pro bono campaign for the Christina Nobel Children´s Foundation to bring awareness to the problem of street children subsisting on garbage, rubbish, trash, whatever you want to call it. How has the agency done it? As you can see in the photos, it has stuffed children-shaped garbage bags and left them next to public trash cans for all to see. The bags have the words “Street kids feed on garbage every day” and certainly get their message across.

This isn’t the first time that garbage has been used to grab our attention about homeless children. The following 2006 Covenant House poster reminds us that the boxes we toss out can become shelter for others. The poster sends a strong message about our consummer oriented society.

We wish the CNCF and its new ambient marketing campaign by Leo Burnett the best of luck.


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