Toy Soldiers

July 2009
To Like please login or register

Also From This Campaign (1 items)


The Challenge: The African continent has the world’s highest number of child soldiers, fighting in wars they don’t believe in, for causes they don’t understand. UNICEF extract many of these children from combat and reintegrate them into society. Our aim was to rally support for this programme.

The Solution: Sending out a direct mailer that garners support for UNICEF’s child soldier programme. Initially, the mailer appears to be a typical packet of toy soldiers, but once opened, the recipient finds that the figurines are in fact children - reading books, playing soccer, riding bikes and doing other childhood activities.

Results: The package went to UNICEF supporter mailing lists as well as potential corporate sponsors. Awareness is up, and beyond the desired reaction from the recipients, many compliments are being received about the unique way in which it was put forward. More than a simple message, it’s an ongoing reminder of the realities these children face every day.

Turn soldiers back into children

Advertising Agency: Y&R South Africa
Creative Directors: Liam Wielopolski, Michael Blore
Art Director: Mbuso Ndlovu
Copywriter: Sebastian Schneider
Designers: Anita Modi, Bradley Stapleton

Comments (20)

Log in or register to post comments

Highest Rated

pau klein's picture
pau klein
3 Activity Scores

Great Direct Response Marketing Communication (DMC)

Pau Klein


20% Off Sale at iStock until Sept 30, 2016