AP NAVIGATING HAPPINESS Telling the untold stories to raise funds for children at risk
Background AP has always been talking about Space. It joined hands with Sati foundation to show how we spare space in our hearts to help children at risk. However, to promote the campaign, children’s privacy needs to be guarded with high regard.
Task We need to portray the risk these kids are facing, how the campaign helps better their life without revealing kids’ identity. The objective is to raise awareness and raise funds. The awareness campaign should lead to social participation.
Idea We let celebrities tell kids' stories through the monologue act to help the society understand the risk they are facing. Real stories are told through celebreties. Afterwards, we ask public to help generate awareness and raise funds on their social media though simple photo posting with smiley hands to signify how we lend our hands and give space to help kids at risk.
My proud-of factor of this job is, the execution idea of celebreties monologue came from me. As a planner, we are always the back-end support with logical reasons. This is the first time that the execution approah was that exactly of my idea. Result The celebrities monologue were not only shared, but the social campaign was participated by over 2000 fund raisers too.