Unicef Finland wanted to raise awareness for childrens' rights and raise funds with a minium cost. They also wanted to reinforce their position as an organization dedicated specifically to childrens' welfare. There are over 145 million orphaned or abandoned children all around the world. "By supporting Unicef anyone can be a mother to them, just a moment" To provoke and create discussion they started by abandoning sound-equipped (crying) baby strollers in 14 cities. Inside the stroller was a note with the message: "Thank you for caring, we hope there is more people like you. Unicef Be a mom for a moment". Media and public reaction was overwhelming. They flooded all the major TV, radio and web news. Estimated media reach was over 80% of Finnish population after 2 days.
Agency: Taivas Helsinki, Finland.