Toy Soldiers

Background

The African continent has the world’s highest number of child soldiers, fighting in wars they don’t believe in, for causes they don’t understand. UNICEF extract many of these children from combat and reintegrate them into society. The aim of the campaign was to rally support for this programme from people known to have already given to UNICEF.

Idea

1000 packs were mailed out. Initially, the mailer appears to be a typical packet of toy soldiers, but once opened, the recipient finds that the figurines are in fact children - reading books, playing soccer, riding bikes and doing other childhood activities. In other words, doing what they would do in a normal life.

Results

There was an immediate rise in both volunteer applications and donations. In addition, the direct mailer created loads of interest, appearing on over 15,000 websites in over 50 countries, transcending both borders and languages. More than a simple message, it was an ongoing reminder of the realities many children in Africa face every day.

Our Thoughts

This is a classic ‘reversal’ idea. The brain sees the little figures and automatically assumes they are the Airfix soldiers of old. But then notices they are of kids doing altogether more peaceful things than firing guns and letting off rockets.

Its very cleverness is what has helped turn a 3-D mailing into an online viral with thousands of websites talking about and showing the idea.

So, while it exceeded all its original objectives, money and recruits, the idea continues to live in the digital space, helping to grow awareness. Another great example of a pieve being both transactional and brand-building.