Maternity package for an 11 year old
Plan International Finland
Issue 41 | December 2016
Agency
hasan & partners
Creative Team
Executive Creative Director: Eka Ruola Creative Director: Tobias Wacker Senior Creative: Anu Niemonen Creative, Art Director: Joel Lindgren Graphic Designer, Illustration: Jarkko Talonpoika Ad Assistant: Minna Lairi
Production Team
hasan motion: Producers: Salla Tuomi and Niklas Harju Director & Photographer: Jukka Honkanen Grade and Visual Effects: Mika Onnela Production Assistant: Jacob Gardner Executive Producer: Tämer Mohsen Vild Factory: Music and Audio Post-Production: Jorma Kaulanen
Other Credits
Account Manager: Pia Fri Account Director: Mia Sirkiä Client: Plan International Finland Marketing Director: Kirsi Mettälä Marketing & Fundraising Manager: Outi Ruuskanen
Date
October 2016
Background
In western countries it is very easy to close ones eyes to the problems in developing countries. That is why charity organization Plan International Finland wanted to find a way to shorten the distance between the first and third worlds – and raise attention about the important subject of child pregnancies.
Idea
Since 1949 The Finnish State has given a maternity package to every expectant mother that includes all the infant-care essentials for the first months of each baby's life. Because 2 million girls under 15 become mothers every year around the world, Plan International Finland wanted to raise attention in a way that would touch Finns on a personal level. A maternity pack was created for an 11-year-old girl in a developing country.
A short film was produced that introduces this quite different sort of maternity package – one that contains a range of materials underlining the young child's – and mother's – challenges. The film opens with bright colours and cheerful music in a style suggesting a video for a joyful baby product, but quickly becomes darker as the horrific reality of child pregnancies is made clear.
Results
It got a lot of media attention in Finland. The national TV Channel ran the film in the news, and the largest radio stations and newspapers also covered the campaign.