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World Vision New Zealand

‘3000 Appeal’

Making children’s need really real, by creating a billboard of 3000 actual faces as the centerpiece of a real-time, totally-integrated, award-winning national campaign.


  • More than 3000 children find new hope through Child Sponsorship.

  • DMA awards for Not-for-Profit and for campaign integration.

The Story

Advanced technology made it possible to create a billboard featuring 3000 photographs of actual children who needed a World Vision Child Sponsor.

A campaign end-date was set to create urgency. Commercials were shot in front of the billboard.

Weekly ‘tally’ updates were featured on TVCs, billboards and websites, evoking public interest and national pride.

Black supported the television and outdoor campaign with advertorials, mailbox drop, magazine inserts, online banners, supporter magazines and point-of-sale.

With the emphasis on raw urgency, the goal was surpassed before the end date. At the DMA Awards the campaign received Gold in the Not-for-Profit category and Silver for Integration.


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