This success of this campaign by Leo Burnett/ Arc Worldwide/ Alpha245 relied heavily on the support of the Malaysian mass media, to make every individual in the country realize children have rights and it’s our role to ensure their rights are protected.
The agency focused on Article 12 of the Convention on the Rights of the Child (CRC), i.e. “Every Child has the Right to be Heard” which inspired the “Tune In To Me” campaign. By convincing the media to give children a channel to express themselves, they led the public to realize that Children’s Rights exist and upholding them is as simple as listening to their views.
This campaign paved the way for children to take over the airwaves: they anchored the news, appeared on talkshows and hijacked radio programmes. Even the Prime Minister of Malaysia made time, threw a tea-party and had a tête-à-tête with the children.
The campaign exceeded its goal and generated more than RM6 million worth of Advertising Value Equivalent in media publicity. The Malaysian government also indicated it is lifting one of its reservations on the CRC; Article 13, which guarantees a child’s right to expression.
Client: UNICEF Malaysia
Title: Title: Tune Into Me
Unicef Representative to Malaysia: Youssouf Oomar
Communication Specialist: Indra Kumari Nadchatram
Agency: Leo Burnett/ Arc Worldwide/ Alpha245
Global Brand Director: Terence Ooi
Brand Executive: Clarissa Ng
Creative Directors: Valerie Chen, Theresa Tsang
Copywriters: Gauri Dalvi, Sheikh Azraai, Benjamin Chen, Nik Faraliza
Art Directors: Phianphon Sitichaidecha, Koh Siok Yee
Designers: Lo Yew Joe, Foo Peng Chong
Interactive Project Managers: Cheok Kay Kuan, Hou Kin Sang
Interactive Executive: Azuin Rahman
Web Designer: Ilsa Roslan
AV Producer: Michele Fung
PR Executive: Chong Huey Meim