Studio Practice: OUGD505 / Studio Brief 02 / Product Range Distribution / Research

For research a lot campaigns have been looked at - a lot were found on the winning professional D&AD page as these had really clever concepts behind them, especially in terms of their distribution.

Retinoblastoma is an eye cancer in children, this cancer can be detected by looking at a child's pupil in a flash photograph, as the pupil will appear white/reflected. This means everyone has the tool to detect this hidden cancer in their pockets. Combining an innovative, highly reflective ink with existing mobile technology, Wunderman created an interactive poster campaign that simply instructed people to take a flash photo and see the cancer for themselves.

The posters were distributed in nurseries and doctor's offices across London, and in the pediatric section of major UK hospitals, to reach parents of young children, and professionals unfamiliar with retinoblastoma.

The United Nations World Food Programme with Forsman & Bodenfors created an event that took the world's spotlight from footballer Zlatan Ibrahimovi, & turned it towards people suffering from hunger. The event took place during a live game, and relied on Zlatan's skill to make it happen. After scoring a goal, Zlatan removed his shirt to reveal the names of 50 people tattooed on his body, names of some of the 805 million people suffering from hunger today. This is a really clever in terms of distribution - using a persons fame to put the message out there.

GRAACC, an NPO supporting adolescents and children with cancer, teamed up with Ogilvy & Mather Brazil to help end society's prejudice against bald children. Over 40 global cartoon characters, went bald across comic strips and TV cartoons in support of the message. As kids watched and read their favourite cartoons, they saw characters that were bald but acting totally normally.

'Fuck the poor' was a social experiment to show how when this message is let on the streets, people walking past are appalled by the notion and make their opinions incredibly clear. Yet, when the same person has 'help the poor' on his sign he struggled to get any attention at all. This showed people that charities can't survive on good intentions alone; they need donations. Within seven days of its release, over three million people had watched the film.