Category Archives: charity

Environmental crusaders

Here at Baby we like to think that as well as producing effective creative work, we also occasionally do some good for the world. Charity and opinion change ads have become increasingly formulaic, causing ‘giving-fatigued’ consumers to disengage. With tight budgets and so much at stake, we think this area is the last place creativity should be allowed to stagnate.

With this in mind, we would like to honour some of the incredible advertising  being done in the name of ecological good. These are some examples of innovative campaigns that are changing the world for the better – and happen to be fantastic images to boot.

These posters produced for Earth Day Canada have elegantly tackled the challenge of convincing people that the human impact on the environment does and will affect them directly. These striking images bring the bleak reality of environmental destruction into our homes and a little too close for comfort.

This WWF poster goes a step further by bringing deforestation inside our bodies. This stunning image has a double meaning, not only does it position deforestation as a cancer to the planet, but suggests that losing the world’s forests will lead to an increase in pulmonary disease.

If we’re talking about advertisers that think outside the proverbial box, this poster for the ‘No Tankers’ campaign produced by Rethink Canada (Is it just us or is Canada a hotspot of great advertising?) definitely deserves a mention. In a beautifully simple piece of design, the posters show nothing except a solid black picture of an oil tanker. Printed on paper and displayed around the city, when it started to rain the image would start to drip, ultimately revealing the message ‘Oil spills affect everyone’ from under a mess of black ink.

Here WWF has tried to turn some of the attention (and affection) afforded to various endangered species such as a panda, a rhino and a gorilla, on to the emotionally neglected bluefin tuna. Whilst perhaps not as cuddly, these tuna have been over-fished almost to the point of extinction due to their popularity with sushi-lovers. WWF are trying to reduce the overall allowable catch by urging businesses in the food industry not to purchase this ugly but not undeserving fish.

These gems are just a few examples of the amazing creations being born in the the name of global good. Keep up the good work, design is mightier than the sword.



THE White Pencil

D&AD (Design & Art Direction) turns 50 next year.To mark its birthday, the D&AD Awards will now distribute a White Pencil, in addition to its two coveted Black and Yellow Pencils. The D&AD is an institution that exists to encourage, inspire, and celebrate creativity in the design and communications world, and winning at their annual awards ceremony is quite the achievement for anyone in our world.

The White Pencil will be bestowed upon those behind a creative idea that “changes the world for the better,” and 2012 will mark its debut. We’re very excited about this one because we covet ideas that inspire change, and can only imagine the competition that this award will stir up amongst all creative minds.

Essentially, each year D&AD will partner with a charitable organisation and challenge the creative world to develop a communications strategy for them. The accolade will then be awarded to the creators of the idea that D&AD members feel will inspire positive behavioural change in the world.

From our many dealings with charitable organisations, we have come to realise that truly inspiring campaigns require the most creative thinking if they plan to do more than just raise awareness — they have to get people talking and acting. Hence, we are very excited to see what amazing creativity will come of this award each year. The 2012 partner organisation will be Peace One Day (read the brief from D&AD here), who aim to promote the acknowledgment of World Peace Day on 21 September.

Let the games begin!

(Sources: Creative Review and D&AD)

Inspiring time lapse videos

Today we’ve come across two time lapse videos that are both inspiring and beautiful in two completely different ways. First, we will share Norwegian landscape photographer Terje Sorgjerd’s awe-inducing time lapse video of the Aurora Borealis:

The imagery in the video is absolutely stunning, and its hard to believe that this spectacle is not cinematically crafted, but a natural phenomenon caused by the sun’s radiation. To shoot the Northern Lights, Sorgjerd sustained -25° C temperatures every night for a week, taking nearly 22,000 pictures near Kirkenes and Pas National Park, near Norway’s Russian border. We can’t imagine seeing this with our own eyes, and are so appreciative that Sorgjerd endured such conditions to share nature’s beautiful art with the world.

The next video we came across is just as beautiful and inspiring, but on a much different level. The video is an advertisement for the Topsy Foundation, a UK registered charity that “provides a range of services to support families and meet the needs and personal development of orphans and children made vulnerable by HIV and AIDS in poor rural communities in South Africa.” The ad shows 90 days in the life of a women living with HIV/AIDS and the amazingly positive effects that ARV treatment had on her condition.

The time lapse effect in this video shows the effects of ARV therapy in a way that most Westerners would never get to see–a great way to appeal for donations in order to change the lives of others like Selinah. Check up on Selinah’s progress here.

(Sources: MSNPhotoBlog and boingboing)

CIM Marketing Excellence Award: Not-For-Profit

On 15 February, the Chartered Institute of Marketing (CIM) held its 100th annual Marketing Excellence Awards ceremony. Judges determined finalists based on “outstanding demonstration of marketing strategy, planning and implementation.”

Amongst the impressive and accomplished winners across the seventeen award categories was us, Baby Creative, for a not-for-profit campaign done for the Motor Neurone Disease Association.The campaign featured a theme of “incurable optimism,” as shown through the incurable optimism of MND patient Patrick.

We were so thrilled with this major achievement and with the success of our campaign! To find more about motor neurone disease visit, or to view Patrick’s site please visit


Five trends for non-profit sector

We are now 3 weeks in the New Year. It isthe perfect time to start looking at what’s ahead of us for 2011 as we’ve had time to look back on 2011, and ponder what the new year holds for us, based on the first 3 weeks of the year.

We have a special interest for the non-profit sector, we don’t work with them for nothing! That’s why we decided to look more closely at trends of 2011 relating to charities.

Here’s our top 5:

  • The Rise of Enviro-Creation. It is the utilisation of co-creation techniques, where stakeholders are put at the heart of the decision making process. Services and marketing are thus being created by stakeholders.
  • The Rise of movements. It’s all about people power, more active engagement and people willing to change the world through protest. Think the recent student protests, but hopefully without the violence.
  • The New Philanthropy. As the state roles back new philanthropists from the UK and BRIC Countries will take a more active role in providing services for non profit organisations.
  • The Rise of Social Enlightenment Brands. In the early 20th century when Government was weak, brands such as Kellogg’s and Cadbury became social innovators. In 2011 watch out for other brands doing the same.
  • Core-isation.  When charities amplify their raison d’etre across all forms of communications and fundraising


Oil & Water Don’t Mix

To support the Coalition to Restore Coastal Louisiana, Belgian agency Happiness Brussels produced limited edition posters printed using oil from the very coasts they are aiming to save. The posters were designed by English designer Anthony Burrill, who is known for his bold prints. They are pretty striking, as the bold font and the use of oil as ink reinforce the obviousness of the statement.

We love the design, and wouldn’t mind getting our hands on one, especially as the profits will go towards the coalition. Unfortunately, 200 were printed, and they all sold out.



(Source: Ads of the World)

Reporters without Borders’ pen campaign

We like it when charities get a bit more creative regarding their advertising, and move away from the shocking images of torture, hunger, death and war. Reporters without Borders’ new campaign leaves it all to imagination.

The analogy with the pen is pretty clever, as the link is relatively clear with journalism, and so gets the message across effectively. Who would have thought pens could be so shocking?

The bloody pen is the most shocking: in any other context, it wouldn’t trigger feeling of horror and indignation.

It makes us want to look after our pens more. Silly uh?

(Source: Ads of the World)