Increase the number of visits at the UNICEF information booth and teach them about the insidious danger of landmines and how UNICEF helps the victims. The execution helped to show people the danger of landmines in an unexpected and touching way. It helped to imagine how hard life was for a disabled landmine victim. A special table soccer next to the UNICEF booth invited for a free game. When people started to play, they realized that most players missed one leg, some even two. Two messages above the goals clarified that thousands of people still become landmine-victims each year and that help is urgently required. - Traffic at the booths almost doubled - Amount of donations and sales of UNICEF items at the booth increased by 20% compared to the year before. - Soccer table will be used at all upcoming UNICEF events.
Agency: Leo Burnett Frankfurt, Germany.