Cumpledías / J. Walter Thompson Madrid
The "Cumpledías" campaign for UNICEF intends to encourage society that not all children in the world have their age in years but in days. Currently 20 million children under the age of 5 suffer from severe malnutrition; however this problem is treatable and preventable. In order to help these children, there is a simple formula: It consists in sending a sms. With each sms, UNICEF can provide treatment for a child for a day. You don’t donate a message; you donate treatment for one more day, with the aim that every donated day becomes entire lifetimes for the most vulnerable children. The campaign includes a variety of media: television, outdoor actions, press, radio, online actions, special actions and television programs related to the world of sports.