Unicef: Toy Soldiers

Turn soldiers back into children

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.

Advertising Agency: Y&R South Africa
Creative Directors: Liam Wielopolski, Michael Blore
Art Director: Mbuso Ndlovu
Copywriter: Sebastian Schneider
Designers: Anita Modi, Bradley Stapleton
Released: July 2009

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rehpani's picture
312 pencils

strong message!!!

Gualcor's picture
972 pencils


Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.

cruzialx's picture
194 pencils

Good Job

In addition if child soldiers have those toys, they would think why they are holding guns instead of a toy.

FeliUmc's picture
44 pencils

i want!

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

That's so cool. Nice idea!

silvi's picture
4172 pencils

Wow! Sometimes I wish an idea like these.

rehpani's picture
312 pencils


lynnholilin's picture
118 pencils

here here! :-)

Lynn Ho
Decision Communications Pte Ltd
Advertising Agency Singapore

chris myles's picture
chris myles
429 pencils

strong message: don't think it will change the situation.

Noor Salah's picture
Noor Salah
34 pencils

very good

A stranger abroad returns's picture
A stranger abro...
18 pencils

This is good.

rolling.stone's picture
2740 pencils



~ Quite obviously, I have gathered no moss ! ~

headoffice Communication's picture
headoffice Comm...
174 pencils

strong message.

germanhudders's picture
336 pencils

Solid strong message...

sintra's picture
699 pencils

Kudos , great piece

mariolakownacka's picture
30 pencils

sad but true... alas people dont get it

Guest's picture

Who did they mail it to?

Guest's picture

Ah, never mind. I see...

pau klein's picture
pau klein
3 pencils

Great Direct Response Marketing Communication (DMC)

Pau Klein

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