Client: SOS Children’s Villages Hungary
The theme of the campaign
In Hungary, there are hundreds of newborn babies who are left in the hospital after birth, because their parents are unable to take them home, due to poverty and unsuitable living conditions. The number of foster parents had been declining for many years. SOS Children’s Villages Hungary asked us to help.
We created campaign videos to promote foster parenting.
First, we have conducted a ‘persona’ research and helped SOS Hungary to determine that in recent years, there had been a change in the spectrum of personality types of those who are likely to be new foster parents.
Then, we have created two powerful video ads based on real stories of foster parents who fit these discovered personas. We filmed the stories with child actors and real foster parents, and used AI in postproduction. The stories of the ads went beyond the usual elements of foster parenting and featured their journey and lifelong personal development as women.
One of the videos went viral, gaining more than a thousand likes in a week without any advertising. We have created not just 10 and 30 seconds ads but also 6 minute long interviews with the foster parents from the ads, which also generated more than a thousand likes within 2 weeks.