To raise awareness around the tragedy of high childhood pregnancy rates in developing countries. A Finnish ad agency teamed up with a famous fashion designer to create a range of maternity wear for kids. The clothes contained the bright and colorful patterns that would usually be seen on kids-clothing – to highlight the contrasting reality of the situation for children in these countries. The line was modeled by Fridah, a 12 year-old Zambian and expectant mother.
WHAT WE DID & DID NOT LIKE
We think the creatives on the project got it right when they described the line as both ‘unnatural and disturbing’ . But that’s precisely why IW feels this is so successful – it forces the viewer to confront the reality of the situation… ultimately making them more likely to donate to the cause at hand.