Malaysian Media Awards Winners Showcase





2013 | |

Malaysians Gift Children, Across the World, Their Right to Play

Advertiser: UNICEF Malaysia
Brand: UNICEF
Creative Agency: Reprise Media
Credits: Reprise Media / Universal McCann — Ullas Sahadevan (Director, Performance Marketing), Wilson Chin (Solutions Architect, Performance Marketing), Mike Hutany (Performance Marketing Specialist), Jonathan Cheong (Sr. Performance Manager) / UNICEF Malaysia — Loo Choo Khong (Digital Engagement Officer)

Challenge
Malaysians needed to be sensitized about the impact of Polio and the need to eradicate it. There were 2.7M children in pockets of the world who had not received any form of Polio vaccination. UNICEF wanted to get Malaysians to donate to programmes worldwide, including polio eradication. 

Solution
Agency recommended Search to target Malaysians who were already in a state of mind to either donate towards charity OR to help needy children. We followed a 3 step approach to sensitize them and act towards Polio 1) Locate their searches for Charity and Children 2) Drive Awareness about Polio 3) Convert them with the touching story of ‘Shahadat’ who was left unable to walk, run, and play like other kids. 

Execution
Generic searches done on ‘charity’ and ‘help children’ by Malaysian searchers met with ad copies that made an emotional connect with them. Our ad copies were based on the core principles of driving Polio awareness, creating empathy, educating audiences about Polio vaccination, telling them how little it took to help eradicate polio and generally appealing to their overall humane side and how they could make a change in this world. 

Results
Our campaign made 86,521 people aware of Polio. Malaysians reacted with concern and compassion allowing UNICEF Malaysia to raise donations that could provide 29,149 vaccinations keeping 9,716 children polio-free. A single act of kindness enabled via Search allowed Malaysians to gift the ‘magic of childhood’ to thousands of children worldwide.