UNICEF
Quote 500 poorest children
Inspired by the Forbes 500, the Quote 500 ranks the 500 richest Dutch people. For Unicef, Coen Weesjes and I created an alternative: the Quote 500 Poorest Children, listing kids surviving on less than $1 a day.
We designed a near-identical publication, but with a different focus. Instead of showcasing luxury toys for the rich, the Trivia-section featured essentials for kids like ORS sachets that prevent dehydration.
Published as a Quote 500 supplement, it sparked media buzz, raised close to €250.000,-, gained 162 new Unicef members, and won a gold European Esprix (IMC award) plus two ADCN nominations.
Agency: TBWA\Direct Company
Concept - Gijs de Kogel, Coen Weesjes
Copy - Gijs de Kogel
Art - Durk Hattink, Coen Weesjes
In 2001, the poorest child in the world was Malgarida (12) from Angola,
who had lived in a refugee camp for years due to the ongoing threat of war.
Article in a Dutch newspaper (De Telegraaf)