Frequently Asked Questions

1. Can you provide more detail about the target audience?
We see the ads being targeted at the general public. UNICEF’s aim is to raise
awareness of the disproportionate impact that HIV/AIDS is having on
children and young people.

2. What should the tone of voice be?
The tone of voice for the campaign should be simple, bold, optimistic and
contemporary.

4. Previous UNICEF work
Could you share some previous AIDS campaigns produced by UNICEF.

I'm afraid there aren't lots of examples, but I'm attached a few links that
might be useful:

http://www.unicef.org.uk/publications/pdf/guahiv.pdf
http://www.unicef.org.uk/publications/download.asp
http://www.unicefusa.org/site/apps/s/content.asp?c=duLRI8O0H&b=27736&ct=306709

5. To what degree is this an ad to raise awareness of the plight of AIDS and
kids versus an ad to raise awareness of the role of UNICEF in combating
this?

The primary objective is to raise awareness of the plight of AIDS and kids.
Our secondary objective is to raise awareness of UNICEF's role in combating
the epidemic.

6. What exactly do we want people to do on seeing the ad? donate/join
UNICEF/lobby parliament/volunteer/be more careful about
looking after their kids etc?

We want to drive people to the UNICEF website for more information and
support global efforts to address the growing problem of HIV/AIDS as it
affects children and young people.

7. Does the artwork have to be at a finished standard or is it drawings?
We don’t require final artwork, just the creative concept.

8. Is it a campaign of several posters or just one?

The creative will be run on billboards and street furniture therefore one entry constitutes a landscape version of the idea and a portrait version of the idea. They don't have to be the same but obviously need to look like they are part of the same campaign

8. Is the focus with this brief on deaths or the infection itself?

Either. UNICEF has left the brief quite open so creatives can choose what to focus on. They only ask that creatives use some of the key messages.

9. Must we only use statistics from last year or can we use statistics since the virus has been known?

UNICEF have put recent figures up on the website for creatives to use if they wish. But they haven't specified that creatives can't look further back.