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The Lottery Of Life

on Save The Children  

Save the Children Sweden started an integrated campaign by Lowe Brindfors called "The Lottery of Life" in 2010. The ambition of this campaign is to invite people to imagine themselves in the shoes of people born eslewhere. You can try it on their website "The Lottery of Life".

The campaign first started in Sweden, their website received more than 250'000 hits and a good media coverage, so they launched it in other countries and different languages.

In 2011 Lowe Brindfors received the UNDPI Gold Award by The UN Department of Public Information. Their billboard campaign was really brilliant, this simple idea to put side by side, a picture of someone from a developed country and someone from a poor country, attracts your attention. Stefan Pagréus, a copywriter at Lowe Brindfors, said: “Many of the campaigns are quite the same: it’s all horrible pictures of starvation and death, we thought that this way we are making people care about this issue in a very different way.”

Look at those pictures, what do think?

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