DOCTORS OF THE WORLD
Make A Child Cry
Children hate going to the doctor. Unfortunately, many don't have this opportunity… 4 million children under the age of 5 die each year due to lack of healthcare. To raise awareness and donations, Doctors of the World had to provoke an immediate response from the general public. Directed by Achim Lippoth.
CASE STUDY
TEASER
To launch the campaign, we introduced prints showcasing children crying with no other explanation than the hashtag #makeachildcry. On the first day of their release, the campaign became the most talked about topic in France, raising questions and as expected, getting lots of hate. Negative reactions to these images were the key to the success of
the campaign, helping us get more and more people involved.
REVEAL
Two days later, we put an end to all the guessing by releasing prints that revealed what making children cry truly meant for Doctors Of The World: Vaccinating, treating and healing them. At the end of the campaign, donations to Doctors Of The World had increased by 10.4%.
