Cannes Lions x4, D&AD Pencils x3, Grands Prix x4 Dubai Lynx 2019

Unfortunately, more than 3000 children go missing yearly in Pakistan. A lot of these cases consist of kidnapped, abused, mutilated and trafficked children through various parts of the country.

The fact that traditional media doesn’t penetrate remote regions is a problem: there are limited solutions to raise awareness of such cases, therefore a big percentage of these children are never to be found again.

BERGER PAINTS & ROSHNI HELPLINE FOUND A WAY

A solution was found by Roshni Helpline, an NGO that is dedicated to recovering missing children and reuniting them with their families. Berger Paints also wished to contribute to social good through a relevant use of their products. The solution united these two companies nicely, in an effort to save children & succeded in an unexpected way.

TRUCK ART TO TELL THE MISSING KIDS STORY

“Truck Art” is a unique form of art, very popular in Pakistan, as well as in India: transport and goods trucks traveling across the country are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy. Most often, these colorful wonders include portraits of famous personalities like actors, sportspersons, military chiefs, and politicians. Most truck owners and drivers enjoy these paintings, not only because they are eye-catching, but because they help their businesses, which is why they often compete with each other to build the most ornate truck possible.

It is a much loved and well followed cultural tradition in Pakistan, so it was the perfect opportunity to use it as a unique media platform: portraits of missing children, with a helpline number, took the place of famous personalities.

AN ARTIST AND A TRUCK COMPANY JOINED THE EFFORT

They collaborated with conceptual artist Samar Minallah Khan and regional trucking companies to ensure that not only would the art look authentic, but would be properly disseminated.

REUNITED FAMILIES, AT LAST

Within only the first 4 weeks of 20 painted trucks released, 3 children were recovered and reunited with their parents due to callers noticing the trucks (and mentioning so on the call). 1,015 calls were received on the helpline in these 4 weeks from 39 different cities in all parts of Pakistan, of which 104 were leads for the children on the trucks.

Hundreds of thousands were made aware of the campaign, thanks to the trucks that managed to cover almost all parts of Pakistan and they plan to paint several other trucks this year.

Credits

Ali RezBBDO Pakistan / Impact BBDOExecutive Creative Director
Paul ShearerImpact BBDOChief Creative Officer
Hira MohibullahBBDO PakistanCreative Director
Huma MobinBBDO PakistanWriter
Samar Minallah KhanSamar Minallah KhanConceptual Artist / Anthropologist
Assam KhalidBBDO PakistanStrategic Planning Director
Moiz KhanBBDO PakistanAssociate Creative Director
Assam KhalidBBDO PakistanCreative Director
Ali RezBBDO PakistanCreative Director
Irfan FatmiBBDO PakistanManaging Director
Zain AslamBBDO PakistanAccount Manager
S. Izmerai DurraniSarah Tareen ProductionsExecutive Producer
Sarah TareenSarah Tareen ProductionsDirector
Abubakar KhalilSarah Tareen ProductionsEditor
Ahmed MustafaBBDO PakistanAssociate Creative Director
Ahmed ZafarBBDO PakistanDesigner
Tahir KhanTruck ArtistArtist
Ahmed MustafaBBDO PakistanAssociate Creative Director