Brief: Get parents to support NSPCC in their fight to give every child a safe and carefree childhood.
Insight: Parents’ lives revolve around their kids. Every worry, furrowed brow, and sleepless night is down to their child: the centre of their universe. And there is little room for anything else.
Challenge: How can we get parents to fight for the safety and wellbeing of a child other than their own?
Solution: As a parent, there’s nothing better than seeing a joyful moment in your child’s life. We decided to target parents in these moments with a positive message.
Partnering with Kinder, ‘Thousand Smiles’ targets parents in these moments, through little notes hidden inside the Kinder Eggs.
The notes are a gentle reminder to parents of how beautiful a childhood can be and asks them to capture the moment and share it, to raise support of NSPCC’s beneficial work.
Result: Cannes Lions Media Shortlist.