48H is a competition which is held once every year in Sweden. Students from all the creative schools in the country are put in teams of three (one Art Director, one Copywriter and one Strategist). The task is to deliver a print ad, and the time limit is forty-eight hours.
This year the client was RBU.
”The National Association for Disabled Children and Youths (RBU) is a Swedish organisation for disabled that works towards a vision of a fair society and a life of development for children and adolescents with a disability.”
The brief was to spread awareness for RBU, to get more members and to increase donations.
Our solution:
Almost no playgrounds in Sweden can include disabled children. The playground is a very important arena where kids develop key social skills, language and thought development. A place where kids get to be kids. It is our belief that when you exclude disabled kids from playing with other kids, that’s when society puts the label ”Disabled” on a young child. This was our angle for our ad and what we explain in the copy.
Header: ”In Sweden, no children are born disabled.”
