EveryChild
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Rivington Street
London
EC2A 3DR
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Child abandonment to be the focus for Ukraine's most creative minds
EveryChild’s focus of child abandonment and separation is to be the trigger for inspiration for Ukraine’s most creative minds.
Along with other charities, EveryChild Ukraine was invited to propose a creative brief for a national advertising competition, the Young Lions competition. The winners of this will take their entry to the 2008 Cannes Lions International Advertising Festival.
EveryChild’s subject of child abandonment was deemed evocative enough to inspire the young advertisers, and an issue which needs to be escalated up the social consciousness. EveryChild's Chernigiv 'Parent and Baby Unit' will be used as an example of the positive impacts work on the issue can have.
“The winning campaign will need to convince young mothers that their child is a chance to change their life for the better, rather than adding to their problems,” said Oksana Shved, EveryChild Ukraine’s communications manager.
“The problem of young mothers being forced to abandon their children is a very real one here and this is a great opportunity for us to raise the focus of our work and this issue on the national and international level,” said Ms Shved.
The best entries will form the basis of the EveryChild “Prevention of Child Abandonment” campaign which aims to reduce by 30% the number of children who grown up in children’s homes and institutions in Kiev by 2010. This campaign will be sponsored by the World Childhood Foundation.
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