Cinema Slide

Creative Discussion

We had proposed testing cinema slides in a number of markets for the awareness campaign. Cinema Slides are advertisements projected on movie screen before the show begins. One reason we chose cinema slides as a form of alternative advertising is that movie theaters have already been established as a place where it is OK to advertise for charitable organizations (a.k.a. the Jimmy Fund and others).

The startling statistics are meant to grab the viewers attention and convey quickly how children raised in Russian orphanages are faring. Our goal was to encapsulate Kidsave's mission and direct people to take action by visiting the website.

We wanted the message of this ad to be impactful, but we did not want to scare anyone away from considering adoption. We could have selected an image of a sad, sick child, but thought this might associate negative feelings with the thought of adoption in the minds of our viewers. So instead, we chose a healthy, happy child to show the positive effects of family life and to leave a pleasant association in the minds of our viewers.