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10M² OF LOVE

Case Film


Presentation Board


About the entry

ClientUNICEF CHINA
ProductBREAST IS BEST
EntrantY&R BEIJING, CHINA
SectionHealth and Wellness B: Education & Services
Product GroupOther
Media ChannelIntegrated
Title10M² OF LOVE
Product/ServiceBREAST IS BEST
Entrant Company Y&R BEIJING, CHINA
Advertising Agency Y&R BEIJING, CHINA

Credits

Name Company Position
Nils Andersson Y&R China Chief Creative Officer
Ronnie Wu Y&R Beijing Cd
Donghai Liu Y&R Beijing Cd
Chen Lei Y&R Beijing Cd
Bruce Xie Y&R Beijing Art Director
Chen Mo Y&R Beijing Art Director
Jianjun Geng Y&R Beijing Art Director
Tian Wei Y&R Beijing Art Director
Gao Han Y&R Beijing Copywriter
Nils Andersson Y&R China Copywriter
Tian Wei Y&R Beijing Designer
Chen Mo Y&R Beijing Designer
Meng Yang Director
Charles Sampson Y&R Beijing Account Director
Howie Ma Y&R Beijing Account Director
Austin Wang Y&R Beijing Account Manager
Byron Chen Y&R Beijing Copywriter
Helena Zheng Y&R Beijing Voice Talent
Zhu Shanshan Y&R Beijing Agency Producer
Describe the campaign/entry:
The objective is to build a breast feeding society in China, and increase the social awareness of breastfeeding among Chinese moms and moms to be. But many moms are mislead by the propaganda of formula milk powder manufactures. In order to convince them, the emotional engagement and the actual supports are both essential. With the influence of UNICEF, brought together the government, the business owners and other key stake holders, this campaign created more than enough social awareness and public attention.
Describe the brief from the client:
The goal is to create a breast feeding society in China, and increase the percentage of breast feeding in long term.
Creative Execution:
A online animated viral film was launched as the start to gather public awareness, and then with the official launch ceremony and celebrity endorsement, this campaign is reported by media, including national TV across China. With the official LBS APP, moms can locate the nearby breast feeding rooms to implement the objective, creating a breast feeding friendly society.
Breast feeding moms are actually benefited at work and everyday life. 437 breast feeding rooms were donated across 62 cities.
Due to limited media budget and disadvantage in communication tools, this campaign emotionally engaged the target audience in the beginning to stir up the public, and then diirectly showed the solution, which is the donated breastfeeding room across China.