The African Continent has the world’s highest number of child soldiers, fighting in wars they don’t believe in, for causes they don’t understand. UNICEF extracts many of these children from combat and reintegrates them into society. We sent out a direct mailer that garners support for UNICEF’s child soldier programme. Initially, the mailer appears to be a typical packet of toy soldiers, but once opened, the recipients find that the figurines are in fact children – reading books, playing soccer, riding bikes and doing other childhood activities.

Advertising Agency: Y&R, Johannesburg, South Africa
Chief Creative Officer: Michael Blore
Executive Creative Director: Liam Wielopolski
Design Director: Anita Modi
Copywriter: Sebastian Schneider
Art Director: Mbuso Tshabalala
Graphic Designer: Brad Stapleton