It's a Penalty

HAPPY CHILD INTERNATIONAL

JUNE 2016

 

CHALLENGE

Find a way to drive conversation around a global problem – exploitation of street children

 

INSIGHT

Communication rooted in sport can be a positive force to draw attention to social issues

 

IDEA

Olympics and Rio = perfect combo to tell story, particularly as the plight of street children is a prevalent problem in Brazil. Get sports stars involved in a campaign film. Deliver a global reach using airlines and social strategies

 

PERFORMANCE

Major stars involved; 210m global reach; nil arrests

Digital assets and messaging

Celebrity focussed film

Social content

Street Fan activation