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Guerrilla Marketing


Entrant: iURL, Buenos Aires
Advertisers Without Borders - Child Labor
"The Children NOTwork"
  • Corporate Name of Client:
    Advertisers Without Borders
  • Agency Account Director:
    Nicolas Cresci
  • Advertising Agency:
    iURL, Buenos Aires
    Coupe , Buenos Aires
  • Executive Creative Director:
    Alex Smith
  • Digital Production:
    iURL, Buenos Aires
  • Description of the Project:
  • Working for Advertisers Without Borders, we came across the opportunity to create a campaign aimed at generating awareness about Child Labor. There was no budget for media or production. Thinking on ideas, we've discovered that LinkedIn has no age limit for registration. So, on the LinkedIn network, we created TheChildrenNotwork, a campaign to raise awareness that child labour goes unnoticed by people at large. We created profiles of companies from all over the world, including textile, coffee, etc. Next we created fictitious profiles of children who supposedly worked in those companies. Children began sending direct communications to hundreds of other network users, inviting them to enter, with detailed information on child labor.
    The initiative soon became a talkative conversation in social networking sites. Thousands of people shared the campaign on their walls, on twitter, and on blogs in many languages. International organisations joined up, and the world media disseminated the news.
    The problem can only be solved if we all get down to work. The Children NotWork.