Drawing attention to femicide orphans.
In Italy children orphans of femicide are largely ignored by the Government that was withholding a €12M fund that was planned for them. So to shine a light on the problem and make people notice what they ignore, we used the only way children are able to convey their traumas: drawings.
On International Children’s Rights Day, we placed 2.000 copies of the same drawing by a real femicide orphan in all IKEA stores. At the end of the store journey people were invited to listen to the story behind it and to sign a petition to unlock the fund.
The campaign was so impactful that we got 8 times the number of signatures we needed for the petition. More than 50.000 media impressions and most importantly the Government unlocked the fund.
Role: Creative Director, Creative Concept
Awards:
Cannes Lions: 2 Shortlist (PR, Brand Experience)
The One Show: 1 Merit, 2 Shortlist (Entertainment)
LIA: Finalist (Transformative Business Impact)
New York Festival: 1 Bronze (Radio), 3 Finalist, 10 Shortlist
ADCE: Gold (Brand Experience)
Gerety Awards: Gold (Work for Good Cut)
Epica Awards: 2 Silver, 1 Bronze
ADCI Awards: 4 Silver, 1 Bronze
