Creative Work of the Week: Rafineri Ad Agency replaces canned laughter on the radio to raise awareness of childhood Leukaemia
Rafineri Ad Agency has won over European Creative Works fans to win this week’s Creative Work of the Week title for its ‘Laughing Switch’ radio campaign for LOSEV (Foundation for Children with Leukaemia).
Replacing canned laughter on Turkish radio with the laughs of children with Leukaemia, the campaign aimed to prove that children fighting the disease can be happy as well and that laughter and good morale is necessary for them.
Organising events for children with Leukaemia to make them laugh the sounds were recorded and used in most popular radio programmes, with a call for donations to be made by sending a smiley face emoji to an SMS line.
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