UNICEF Finland: Be a mom
Just at this moment there is a small child missing his mother.
There is no-one to hold him, wipe his tears, or give him hope of a better tomorrow. He is curled up on the street, hungry and tired. At night he covers himself in some newspapers he found. There is no-one to tuck him in, read him a bedtime story, or kiss him good night. When he closes his eyes, he remembers his mothers face. He hopes that in the morning when we wakes up, Mommy will be back. And will never die again.
There are millions of children in this world that have lost their parents. When parents fall ill their children try to take care of them and the elder children assume responsibility for their younger siblings. UNICEF does not leave children alone. We cannot bring back their lost parents, but by looking after their basic needs, health, alimentation, education and basic security we are able to provide them a safe childhood.
UNICEF-supported safe homes give children food and drink and a roof over their heads. We arrange their healthcare and schooling, and offer them care and psychological support. 80% of UNICEF personnel work out in the field with children and their parents in order to give security and stability to as many of them as possible. Children need an adult to look after them. An adult, that can be like a mother to them.
Motherhood is not biology, it is a state of mind. The willingness to care for, nurture and raise a small human being. That’s why anyone can be a Mom for a moment regardless of gender, race or social status. And although it is impossible to put a price on a mother’s love, a bit of motherhood can be given in a moment. See how it gives children a chance.
Be a Mom for a moment. www.unicef.fi
Advertising Agency: Taivas, Helsinki, Finland
Art Directors: Jyri Niemi, Anna-Mia Alanko
Copywriter: Adele Enersen
Graphic Designer: Fredrik Stürmer
Account Supervisors: Heini Häyrinen, Joanna Kokonmäki
Published: March 2009
21 Comments
People will read long copy if it is engaging, clear, easy on the eye and interesting. This ad has only one of those four qualities.
agreed...lol
relevant. and a really good claim. if it just would be more visually catching...
Some typos in there. Should read: "mother's" face and when "he" wakes up. There may be more, but I stopped reading because I was put off by the mistakes.
you were put off by the mistakes.....haha my god man get a life!!!
The body copy's pretty good, I think. But as mentioned, mistakes detract from it. It goes through so many hands that there's no excuse, really.
Carelessness makes *me* not care when reading an ad.
It pisses me off as well man, seriously. The guy who wrote this advert is being PAID to write, for Christ's sake. It's as amateurish as an art director leaving a huge inky thumb print on a visual.
The writer of this finnish ad is probably paid to write perfect finnish. Kokeile sitä edes yksi lause, ja tule sen jälkeen moikaa mua saunan taakse idiootti. Dunno if they used proper translator.
hahaha.. Loistava!
Hormone vs Neuron - Twitter
Boy that's a lot of copy. I wish I had time to read it.
Detesto los avisos que se juran choriflai porque tienen pedazo de testamento de copy
MENOS ES MÁS!!! ENTIENDAN DE UNA BUENA VEZ MARICONES CULIAOS!!!
quien dice eso??...UD???....LOS COPYS LARGOS HAN VUELTO!!!...Entiendalo UD de una buena vez.."MARICON CULIAO".
jaja... Creo que ninguno de los dos tienen razón. Puede ser de cualquier forma algo genial. (MARICONES CULIAOS)
English dudes, we don't understand Esperanto.
Cállate vo maricón culiao
how pathetic are both....
first: that´s not Esperanto, it´s Spanish, have to travel more dude!
second: guys, if this is an international forum please use English, so everybody can understand your messages and hagan comentarios que sean constructivos, con sentido, las descalificaciones e insultos sólo van en su propio detrimento, cada vez que vuelva a ver tu nick / icono sabré que no vale la pena tu comentario...
Hormone vs Neuron - Twitter
be a mom for a moment, but take 15 moments to read this ad.
not bad for long copy; weak visual execution.
Good ,excellent,but a bit lenthy
this ad was at bus stops and train stations, so theorically you would have enough time to read it while waiting there, but no chance.... it´s really too long
the original version is perfectly written in Finnish language, engaging and informative, so don´t blame the copywriter, all mistakes and typos are transaltors fault... no justification anyway
Hormone vs Neuron - Twitter
The reader has two options:
First the visual is really compelling. It's message is immediate, and is reinforced by the large, easily-read "Be a Mom for a Moment" with the URL below. I'm assuming that since Finland is the most intenet-connected nation on earth, posting a URL is a very effective method of inviting response.
Second, if the reader is waiting for a bus, s/he has time to read the more lengthy copy. Finns are among the most highly-educated in the world, as well as being the most internet-connected, so I don't think an ad campaign has to be dumbed-down like it would in other countries. Remember the demographic profile of who the reader is supposed to be!
I think there's too much complaining about the lengthy copy while ignoring the very compelling visual and the equally compelling main message of Be a Mom for a Moment. I think the ad works extremely well on both levels, for the intended demographic. Very well done ad and campaign, in my opinion.