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Save the Children 'Knock some sense' viral

Agency Cuba UK

Client: Save The Children

Cuba UK works with Save The Children to promote Children at the G-20.

London, United Kingdom - April 5, 2009 - “They’ve helped save the banks and big business. Now it’s time they helped save children’s lives.” Save The Children have tasked the agency Cuba to develop a through-the-line campaign to deliver this hard-hitting message to global leaders at the G20 summit in London.

Unlike big business, children don’t have shareholders. Which is probably why they don’t have a voice at the G-20. Yet the world’s poorest children are already suffering the worst effects of the financial crisis. While the financial institutions have been bailed out to the tune of $2.5 trillion, saving these children’s lives would take only a tiny fraction of this amount.

Cuba created “Knock Some Sense Into Them’ - a viral film designed as a part of a broader campaign to create support and momentum to put children on the agenda. Cuba developed a targeted press and outdoor campaign carrying the same message and the image of a child holding the chancellor’s budget box while standing on the steps of Downing Street.

Life-size cut-outs of this message and the boy holding the budget box lined the route of the ‘Put People First’ march that that took place this weekend as we head towards the G-20 summit on Thursday. Teams of Save the Children support workers collected names for the petition from over 30,000 protestors that turned out.

Save The Children commented “We called for a clear re-commitment to their promises on aid and they did. So it felt like our campaign had made a difference and we have momentum to take forward."

AJR
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