Proper nutrition is a child’s ticket to a healthier life as an adequate diet secures brain development, maintains a healthy immune system, and guarantees balanced development. Although data shows that there have been improvements in child nutrition in Vietnam in recent decades, this country still struggles with this issue. To shed light on this matter and influence people to financially support its nutrition programs in Vietnam, UNICEF launches “MalNutrition Plates.”
Developed with the creative help of Dentsu Vietnam, the organization — literally and metaphorically — brings the MalNutrition Plates to the table, hoping to initiate discussion around the subject and push the audience to take action and join the fight against malnutrition in Vietnam which, sadly, affects millions of kids. Yet, despite this harsh reality, the issue tends to go unnoticed. To bring the topic to the public’s attention and instead of just showcasing numbers, the organization thought of including statistics into an everyday item: plates.
With the message “Help us strike malnutrition and provide balanced meals for every child,” UNICEF seeks to inspire empathy, educate, and generate financial support for its nutritional programs, as traditional fundraising approaches seem to be less effective.
Livio Grossi, Executive Creative Director, Dentsu Redder, commented: “With MalNutrition Plates, we wanted to ignite the power of artistic storytelling while combining the unique synergies between design, data, and purpose to transform a traditionally static product and abstract data into an impactful awareness tool that can create both a cultural and a social force for good in Vietnam. We are grateful to be able to take our innovation to drive tangible support for UNICEF’s nutrition program with this campaign, especially with malnutrition being widespread problem for so many children in Vietnam.”
The collection was developed in partnership with fine-porcelain company Minh Long and is available on the brand’s website, at the campaign’s microsite, on major e-commerce platforms, and on selected retail outlets around the country. MalNutrition Plates will be backed up by social media activations, influencer endorsements, PR events, and engaging storytelling initiatives. Funds raised from the sale of the ceramic plates, with each piece reflecting malnutrition’s impact, will go to UNICEF for its nutrition programs.
CREDITS
Brand: UNICEF
Agency: Dentsu Vietnam
