Y&R Singapore and Spectrum Y&R Pakistan’s “Kites of Hope” campaign reunites two missing children with their families in Pakistan

Y&R Singapore and Spectrum Y&R Pakistan’s Kites of Hope campaign for Roshni Helpline has already helped two families welcome home their missing children, in just two months since the campaign launch.

Roshni Helpline, an NGO committed to reunifying lost children with their families, has been attempting to capture people’s attention by distributing posters. This approach, however, was largely ignored on the crowded walls of Karachi. The challenge was to launch an appropriate and interactive medium to raise awareness of the missing children and Roshni Helpline’s services among some 9 million Karachi residents.

Execution: Kites are a cultural icon of Pakistan: they symbolize childhood and are flown to celebrate the bounty of nature at the annual Basant festival. As a symbol that resonates with Pakistanis, the transformation of kites as the voices of missing children was a viable solution. More than 4,000 kites printed with details of missing children plus the Roshni Helpline number, were distributed at the festival of Basant held in Mehmoodabad Family Park – an area with the highest number of missing children.

Results:

·      Two children, Shahmir and Muzammil, have been found since the event.

·      6 news channels, 5 radio shows and various press outlets shared the message.

·      The combined earned media totalled over 1 million Rupees.

·      Discussions have started in Pakistan regarding the creation of new legislation that will recognize and resolve the issue of missing children.