A new public service campaign launched this week by Save the Children and the Ad Council is focused on telling Americans how they can improve the lives of children in the developing world.
The effort, created pro bono by BBDO, focuses on raising awareness of the need for local health workers to work with children suffering from preventable and treatable illnesses that too often lead to childhood deaths. Save the Children says that every day in the developing world, 24,000 children younger than age 5 die from treatable illnesses such as diarrhea and pneumonia, with nearly 4 million of these deaths occurring annually among newborns less than 1 month old.
According to consumer research released this week by Save the Children and commissioned by WomanTrend, 42% of American women said they would be interested in giving money or time to help these children if they had a better understanding of what they could do to help.
The new campaign, which includes TV, radio, print, outdoor and web ads, was filmed in Ethiopia and Bangladesh and is designed to show Americans that they can have an impact by supporting local health workers. Ending with the tagline, "See where the good goes," the ads point viewers to a new website, www.GoodGoes.org, developed by Washington-based Home Front Communications, for more information. The effort will also be using social media to build support through Twitter and Facebook.
"This is an issue that is near and dear to all of us at BBDO," said John Osborn, president-CEO, BBDO New York, in announcing the campaign. "We've tried to make a connection with our audience by accentuating the positive, reinforcing the heart and soul of Save the Children. People told us they want help and hope, so these became the building blocks of our effort, one of the ways BBDO is approaching 'soul branding,' which reinforces doing well by doing good."