Lonely Orphans: Bringing Awareness to Children in Crisis
Mission
Objectives
Campaign Launch
To launch the campaign on the ‘Stolen Childhood’ by Lonely Orphans
Targeted Visibility
Maximise impressions in key locations
Performance Insight
Measure performance through device ID capture
About the Campaign
The “Stolen Childhood” campaign by Lonely Orphans addresses the severe adversities faced by children in conflict zones, focusing on issues such as displacement, child labor, and malnutrition.
Campaign highlights:
6.5 M
Displaced
Approximately 6.5 million children have been displaced due to ongoing conflicts, stripping them of safety and stability.
720k
in Child Labour
An estimated 720,000 children are engaged in hazardous labor sectors like agriculture and industry.
45%
Malnutrition
Nearly 45% of deaths among children under five, equating to about 3 million fatalities annually.
Mission
Insight
In Gaza, for instance, prolonged conflict has left children traumatised, facing food shortages, and living amidst destroyed schools and playgrounds. The organisation also supports Rohingya children in overcrowded camps lacking clean water, education, and healthcare, as well as Malayu children in Thailand and displaced Uyghur children, all of whom face limited access to education and safety.
Recognising that traumatised children require more than educational interventions, the campaign emphasises comprehensive psychosocial support to address mental health needs. Effective rehabilitation involves creating safe environments, providing mental health services, and ensuring consistent, nurturing care to facilitate healing and learning.
The “Stolen Childhood” campaign encourages donations to fund initiatives such as providing toys to bring joy to children in Gaza, offering life-saving warmth during harsh winters, and empowering young fundraisers to make a global impact. Each contribution aids in transforming years of hardship into opportunities for learning and laughter, helping children heal from trauma and regain their childhoods.
We knew the stories of these children needed to be heard on a larger scale, but we struggled to find a way to break through the noise
Nasrul Islam, CEO at Lonely Orphans.
Strategy and
Media Planning
We helped create a campaign that would resonate deeply with the public. Powerful ads that drew the attention to the cause with carefully crafted messaging system.
In-Depth
Understanding
We began by immersing ourselves in the mission of Lonely Orphans
Researching the Crisis: Gained comprehensive insights into the humanitarian issues in Gaza and for vulnerable children globally.
Identifying Key Messages: Highlighted the most impactful stories and statistics.
Analysed target demographics to tailor the messaging effectively.
Programmatic Digital Out Of Home Advertising
Leveraging our specialised knowledge and expertise, we crafted a strategy that included:
Geolocation Targeting:
Selected high-impact locations with significant foot traffic, such as city centres and transportation hubs.
Dynamic Content Delivery:
Utilised programmatic technology to display timely and contextually relevant content.
Data-Driven Optimisation:
Monitored real-time data to adjust campaign parameters for maximum engagement.
Compelling Narratives:
Developed powerful emotional narratives that highlighted the children’s struggles and resilience which connected deeply with audiences.
High-Impact Visuals:
Used striking imagery and copy to capture attention instantly.
Clear Calls-to-Action:
Encouraged viewers to engage further
Digital Screens Execution
Strategic Placement:
Utilised strategic digital screens in prime locations across major intersections and high footfall areas.
Network Utilisation:
Partnered with DOOH networks to expand reach efficiently.
Adaptable Formats:
Employed various screen sizes, from large billboards to interactive kiosks.
Interactive Elements Real-Time Updates:
Displayed dynamic visuals and stories to keep content fresh and engaging.
Social Media Integration:
Synchronised DOOH content with online platforms to broaden the campaign’s reach.
Data-Driven Optimisation Real-Time Analytics:
Tracked metrics such as dwell time, interaction rates, and website traffic.
Adaptive Strategies:
Made adjustments based on data insights to enhance effectiveness.
Performance Reporting: Provided Lonely Orphans with detailed reports on campaign impact.
Impact And Results
Public Recognition
Elevated the issue within public discourse, fostering greater empathy and understanding.
Strategic Proficiency
Demonstrated our ability to effectively execute complex DOOH campaigns.
Innovative Solutions
Showcased the use of cutting-edge programmatic technologies.
Collaborative Appraoch
Reflected our commitment to working closely with clients to achieve shared goals.
Impact-Driven Philosophy
Emphasised our dedication to using media as a tool for positive social change.
