In Bulgaria, thousands of abandoned childeren live on the streets of the capitel city of Sofia without a roof over their heads or the protection of a family. The newly founded charity Prijateli - "Friends" - endeavors to give these childeren a stable home in a network of foster families. Prijateli urgently needs finacials support to do this. They will send a childeren's mobile set to German businesses which are already active in Bulgaria. The content however is anything but child-friendly, because the parts starkly illustrate the threatening everyday life of these abandoned childeren. Within three weeks of the mailing date, 11% of the contacted companies sent a donation. Bronze Eurobest Winner 2007.
Agency: Ogilvy Frankfurt, Germany.