UNICEF wanted to highlight the plight of the people in Kashmir following the earthquake that struck in 2005.
Two years later, many people from the region remained homeless in very cold conditions. UNICEF wanted to catch consumers in Norway when they least expected it and jog their memories about the earthquake and the fact that so many people there were still suffering. The campaign aimed to help raise funds to rebuild the area.
UNICEF decided to place posters of children from Kashmir in freezer compartments in supermarkets. The message on the poster was "The children of Kashmir are freezing." This way, shoppers who were contentedly going about their daily lives, buying frozen foods and living in an area with a high standard of living, were faced with the harsh reality of Kashmiri life.
Temperatures in Kashmir are as low as minus 13 in the highland villages where many earthquake victims live. It is as if the children on the posters are literally living in the freezer. The striking reminder tugged on consumers' heartstrings and encouraged them to donate to UNICEF.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc