Unicef Spain - Unicef
Dona 1 día / J. Walter Thompson Madrid
JWT has faced a new challenge for Unicef: communicate the importance of the first 1000 days in the development of a child in the Third World. The concept created, and common in all the actions of the campaign is: "Donate a Day", a shortcut that allows the association between each individual donation and the life expectancy of these children. The idea is to make people awared about child undernourishment, that affects nearly 200 million children, but also a call to action to stop it. The campaign includes a variety of media: television, outdoor, press, radio, online and business actions. The formula for work is very simple: send a sms. You don't donate a sms, you donate a day of life. Unicef has had the collaboration of its ambassadors one more time to give voice to the campaign. Ana Duato and Pau Gasol, which also starred Kimbo campaign, give their image to encourage donation. Besides, the director Rodrigo Cortes (Buried, Contestant) has been commissioned to carry out the TV spot. The digital part of the campaign takes place on the web http://www.donaundia.com with an interactive short, which tells the Omar's story since her mother is pregnant until he is two.