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

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21 comments

NastyJester's picture
NastyJester
744 pencils

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.

Guest's picture
Guest

agreed...lol

john doe's picture
john doe
1571 pencils

relevant. and a really good claim. if it just would be more visually catching...

Guest's picture
Guest

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.

Guest's picture
Guest

you were put off by the mistakes.....haha my god man get a life!!!

Guest's picture
Guest

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.

NastyJester's picture
NastyJester
744 pencils

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.

Guest's picture
Guest

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.

DJVassallo's picture
DJVassallo
243 pencils

hahaha.. Loistava!

corndogfuneral's picture
corndogfuneral
1053 pencils

Boy that's a lot of copy. I wish I had time to read it.

Tonits's picture
Tonits
349 pencils

Detesto los avisos que se juran choriflai porque tienen pedazo de testamento de copy

MENOS ES MÁS!!! ENTIENDAN DE UNA BUENA VEZ MARICONES CULIAOS!!!

Guest's picture
Guest

quien dice eso??...UD???....LOS COPYS LARGOS HAN VUELTO!!!...Entiendalo UD de una buena vez.."MARICON CULIAO".

Guest's picture
Guest

jaja... Creo que ninguno de los dos tienen razón. Puede ser de cualquier forma algo genial. (MARICONES CULIAOS)

Chris's picture
Chris
1987 pencils

English dudes, we don't understand Esperanto.

Tonits's picture
Tonits
349 pencils

Cállate vo maricón culiao

DJVassallo's picture
DJVassallo
243 pencils

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...

Guest's picture
Guest

be a mom for a moment, but take 15 moments to read this ad.

Guest's picture
Guest

not bad for long copy; weak visual execution.

Guest's picture
Guest

Good ,excellent,but a bit lenthy

DJVassallo's picture
DJVassallo
243 pencils

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

Guest's picture
Guest

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.

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