Category

Award

INVISIBLE

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ClientAUSTRALIAN CHILDHOOD FOUNDATION
ProductCHILD NEGLECT AWARENESS
EntrantJWT Melbourne , AUSTRALIA
Type of EntryUse of Media
CategoryBest Use of Outdoor
TitleINVISIBLE
Product/ServiceCHILD NEGLECT AWARENESS
Entrant Company:JWT Melbourne, AUSTRALIA
Advertising Agency:JWT Melbourne, AUSTRALIA
Credits
Name Company Position
Richard Muntz JWT Melbourne Executive Creative Director
Keith Nicolas JWT Melbourne Art Director
Scott Glennon JWT Melbourne Copywriter
Michael Ball JWT Melbourne Agency Producer
Emma Donaldson JWT Melbourne Agency Producer
Lauren Napthine JWT Melbourne Agency Producer
Amy Ferraro JWT Melbourne Account Manager
Tim Seow JWT Melbourne Account Manager
Joe Tucci Australian Childhood Foundation Client
Craig McMillan Australian Childhood Foundation Client

Results and Effectiveness:

Within hours of the posters going up, radio stations aired stories and interviews with the ACF’s CEO. Over 4,500 BLOGs carried the imagery and supporting comments. Suddenly this neglected issue was being openly discussed.

Creative Execution:

Child-sized mannequins were dressed in kids’ clothes. Posters were then glued over the mannequins. These “invisible” posters could be found in high foot-traffic areas, right around Sydney.

Insights, Strategy and the Idea:

A recent spate of child neglect cases received scant coverage in the local press. The issue of ‘neglect’ tends to get overlooked, while violent and sexual abuse dominate public discourse. The ACF (Australian Childhood Foundation) approached us to raise awareness for this often misunderstood little discussed and seldom confronted issue. There was virtually no budget.