Tag Archives: charity

Partners in Green

Although not the first of it’s kind, this carbon-dioxide absorbing billboard does mark a first for the Philippines, a country that doesn’t have the greatest environmental track record. Created as a collaboration between Coca-Cola Philippines and the World Wildlife Fund (WWF), the Fukien Tea Plant Billboard helps alleviate air pollution in the surrounding area. The Fukien Tea plants, embedded in over 3000 discarded Coca-cola bottles are each capable of absorbing up to 13 pounds of carbon dioxide in a year.

So that’s all great, but where does Coca-cola come into all of this? More and more, corporations are pouring time, money and resources into their CSR ambitions. Are we naive enought to believe that billboards like this one are conceived purely for the good of the planet? Of course not, but as a tool for improving brand image, it will certainly make the head honchos at Coca-cola sleep a little better. From WWF’s point of view, they’re able to clean up pollution and promote their agenda with all the power and might of the Coca-cola marketing arm.

In future, we think that we can expect to see more of these mutually beneficial campaigns, where advertising can serve the aims of two very different organisations, to the advantage of both.

(source: www.digitaljournal.com)


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.

(Source: wwf.com, trendhunter.com)

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)

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)

Emily’s story

We are proud to announce that our Emily ad is back on TV. The Action for Children ad, which narrates Emily’s story, originally ran across some key programming this Spring, raising awareness of child neglect. The storyline is the same, but we tweaked the end frame a little, inviting people to text 70099 to get more information on Neglect and how to take action.

The good thing? The text is charged at standard network rate. An easy way to help a good cause without inflating your phone bill. Have a look at the film here, or keep an eye out when watching your favourite programmes on C4. And maybe pick up your phone and spread the word afterwards?

And to find out more about Action for Children, and their neglect appeal, visit their website.

First ever Sonic Toolkit for a charity

You’ve probably noticed that here at Baby, we don’t really like to brag about ourselves. We’re modest like that. But from time to time, it does no harm to  blow our own trumpet, like now when we’re proud to launch the world’s first ever sonic  brand toolkit created for a charity.

As their lead creative agency we have been working with Action for Children for a while now, and  as such have developed their new brand and all their of brand advertising.

A brand you see, is like a person. It has personality, it has looks and style, it has tone of voice, and sonority. And all of that has to stay coherent and consistent so that it can be recognised easily, and communicates efficiently.

So we had to ensure that their audio identity, the voice of the brand, reflected its essence and soul. This identity is obviously conveyed through the ads, but what about those other myriad of opportunities that exist in audio terms such as the phone call-waiting system, or special events and presentations?

Radium Audio, our sound design company partner, composed the music for the Action for Children TV ads, so it was only logical to ask them to develop an entire sonic brand identity – have a watch/listen to the results.

The Making Of

Listen to the Toolkit