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10 July 2015

Ad of the Week: Doctors of the World ‘Make A Child Cry’ (Global)



If I told you that a new global campaign is calling out to the public to “make a child cry”, what are your first thoughts?

Well, it’s actually the workings of non-governmental organisation Doctors of the World and the idea, conceived by DDB Paris, is really quite something.

What I didn’t tell you upfront was that the second part of that strapline is in fact “save his life”. And the idea behind it is to shock people with a bunch of teaser ads before revealing the bigger picture to communicate the true message behind the campaign – that one child dies every second due to lack of medical care so it’s better to see them cry whilst getting a vaccine or some sort of medical treatment rather than seeing them die from a disease which could have been prevented.

Dow 1

The social campaign is being promoted through the #MakeAChildCry hashtag on Twitter. It has already appeared in press and outdoor ads in France and is being supported by a TV spot (see below) that is set to air in Argentina, Canada, Germany, Greece, Netherlands, Portugal, Spain, Switzerland and the UK.

Check out the ad below or see www.makeachildcry.com for more info.  


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