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UNICEF calls for a creative pitch for the census campaign

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | August 11, 2010
McCann Erickson, Mudra, JWT and DraftFCB Ulka are some of the agencies in the fray

Recently, United Nations Children's Fund (UNICEF) had called for a pitch to appoint a creative partner for its pan-India campaign on the ongoing census. The biggest-ever census attempted in the history of mankind will enumerate the country's 1.2 billion population and classify Indian citizens according to their gender, religion, occupation and education.

& #BANNER1 & #McCann Erickson, Mudra, JWT and DraftFCB Ulka are some of the agencies in the fray. The account size could not be ascertained at the time of filing this report, but considering the wide TG to be addressed, it is estimated to be sizable.

In the initial round, the agencies were asked to come up with a campaign to build awareness regarding the importance of participating in the census; and position the census as not just a headcount, but the profiling of every citizen. UNICEF wanted to come up with such a campaign because people do not take the census seriously.

While the UN organization plans to focus on television, print, and radio, the campaign will also involve some elements of digital. According to sources, UNICEF plans to target parents in a big way, as they can share vital information related to their children.

In June, afaqs! reported that JWT had won the creative duties for three projects of UNICEF - HIV Youth campaign, Polio campaign and Sports for All campaign.

This is the 15th National Census exercise since 1872. The census will see over 25 lakh officials capturing the socio-economic-cultural profile of India's citizens. It will cost around Rs 2,209 crore and the exercise will consume more than 11 million tonnes of paper.

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