CNCF needs you to make a difference

Hong Kong- The Christina Noble Children's Foundation (CNCF) has launched its first awareness campaign themed 'Make a Difference' aimed at city dwellers living in major Asian metropolitan cities.

The campaign focuses on the plight of street children in Vietnam and Mongolia.

Leo Burnett Hong Kong developed the pro-bono creative work for the organisation that comprised three 30 second TV commercials, a print ad and an ambient ad.

The ambient ad features garbage bags shaped as little children and placed in an alleyway with the message,"Street children feed on garbage for everyday sustenance" to reflect the real life situation of street children scavenging through garbage for
sustenance.

The three TV spots include 'Bath', 'Belt and 'Bucket' highlighting the aspects of lives where we often take for granted from potable water, a full stomach to kindness from a stranger.

The spots show how underprivileged children confront issues such as poor hygiene, malnutrition and sexual abuse and end off by urging viewers to log onto www.cncf.com to make a difference.  

Miranda Shing, creative director for Leo Burnett Hong Kong said,"The whole essence of the campaign is to reflect the real problems thousands of children in Vietnam and Mongolia face everyday."

She added, "By means of the creative campaign, we hope to move and engage the audience, and ultimately urge them to act, to make a difference in the children's life."

Melissa Wood, chairman for CNCF Hong Kong said the campaign was a timely call to action to support street children, with worsening economic conditions likely to compound the existing problems in Vietnam and Mongolia.

"By focusing on immediate problems and using engaging forms of advertising, CNCF aims to create a call to action, helping educate and inform consumers across Asia about how they can help street children, either by donating their time, sponsoring a child, donating money, or simply by spreading the word,"Wood said.

The campaign, which will run till the first quarter of 2009, will appear on the National Geographic Channel Asia, ESPN, Star Sports, Star World and the Australian Broadcasting Network.