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2020 ADC Awards - Advertising

Truck Art Childfinder

Agency Impact BBDO / Dubai + BBDO Pakistan / Lahore + Samar Minallah Khan / Islamabad

Client Berger Paints
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Annual ID

ADC_DFG20_011B

About the Work

Every year, 3000+ children go missing in Pakistan, and are often displaced quickly to parts of the country where media coverage is low. Few mechanisms exist to locate them. Our brief was to come up with an exceptional idea that would not only connect directly with audiences in raising awareness about missing children, but would also work on a practical level of finding children. "Truck Art" is a distinctively Pakistani cultural icon: transport and goods trucks traveling across country are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy. These brilliantly painted works of art often include portraits of famous personalities - actors, sportspersons, military chiefs, politicians. The idea was simple: in place of famous personalities, portraits of missing children were showcased on these trucks. The work was done in collaboration with conceptual artist Samar Minallah Khan and her team of truck artists, who painted these portraits in the style of truck art with a helpline number. The campaign was highly effective: so far, seven children have been recovered and reunited with their parents due to callers calling the number on the trucks. More than 3,000 calls were received on the helpline from 39 different cities.