# Advertising thought up by kids to get adults thinking

- Link: https://fundraising.co.uk/2014/01/23/advertising-thought-kids-get-adults-thinking/
- Published: 2014-01-23T14:49:37+00:00
- Author: Howard Lake

Need a fresh approach to your charity’s advertising? Italian agency [Leo Burnett](http://www.leoburnett.it/)
has worked with WWF Italy to come up with novel ideas to highlight the threat of
extinction faced by pandas.

Instead of relying on the agency’s creative staff to come up with the new approach,
the agency decided to seek the input of a group of schoolchildren.

In the [Pets4Pets project](http://www.pets4petsproject.com/en/), they were invited
to use their imagination to come up with ideas and imagery that could support WWF
Italy’s campaign. In particular they were encouraged to draw their ideas.

## Advertisement

 [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)

The best ideas were then worked on, with continuing input from their child creators,
and turned into TV, radio and print adverts. Throughout the process, however, the
agency staff tried simply to advise the children, and ‘translate’ their ideas, rather
than “contaminate” them.

The project yielded two TV commercials, four radio announcements and eight print
campaigns.

The children took part in the audio recording and TV commercial filming. In the 
process, the children got to experience the whole creative process from beginning
to end, and it looks like it has inspired some of them to work in the creative industries.

 

 * **[WWF UK launches its first national mass-participation fundraising campaign](https://fundraising.co.uk/2015/06/08/wwf-launches-first-national-mass-participation-fundraising-campaign/)**(
   8 June 2015)
 * **[WWF teams up with Will Young for Christmas](https://fundraising.co.uk/2015/12/01/wwf-teams-will-young-christmas/)**(
   1 December 2015)
 * **[WWF takes to the Underground to promote Earth Hour](https://fundraising.co.uk/2016/03/18/wwf-takes-london-underground-promote-earth-hour/)**(
   18 March 2016)