{"id":753,"date":"2018-02-20T12:02:01","date_gmt":"2018-02-20T08:02:01","guid":{"rendered":"http:\/\/puhze.net\/?post_type=portfolio&p=753"},"modified":"2020-01-12T11:41:17","modified_gmt":"2020-01-12T07:41:17","slug":"unicef-captcha","status":"publish","type":"portfolio","link":"https:\/\/puhze.net\/site\/portfolio\/unicef-captcha\/","title":{"rendered":"UNICEF “Captcha”"},"content":{"rendered":"

[vc_row unlock_row_content=”yes” row_height_percent=”0″ override_padding=”yes” h_padding=”0″ top_padding=”0″ bottom_padding=”0″ overlay_alpha=”50″ gutter_size=”0″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ shape_dividers=””][vc_column column_width_percent=”80″ expand_height=”yes” override_padding=”yes” column_padding=”0″ overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ mobile_width=”0″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ width=”1\/1″][vc_empty_space empty_h=”3″][vc_row_inner row_inner_height_percent=”0″ overlay_alpha=”50″ gutter_size=”3″ medium_visibility=”yes” mobile_visibility=”yes” shift_y=”0″ z_index=”0″][vc_column_inner column_width_percent=”100″ position_horizontal=”left” align_horizontal=”align_right” override_padding=”yes” column_padding=”2″ gutter_size=”3″ overlay_alpha=”50″ medium_width=”0″ mobile_width=”0″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ width=”1\/2″][vc_custom_heading heading_semantic=”h3″ text_size=”h3″ text_font=”font-970772″ text_weight=”200″ text_transform=”uppercase” text_color=”color-prif”]UNICEF<\/b><\/p>\n

Capturing Humanity[\/vc_custom_heading][\/vc_column_inner][vc_column_inner column_width_percent=”100″ position_horizontal=”left” override_padding=”yes” column_padding=”2″ gutter_size=”3″ overlay_alpha=”50″ medium_width=”0″ mobile_width=”0″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ width=”1\/2″][vc_empty_space empty_h=”2″][vc_custom_heading heading_semantic=”h5″ text_size=”h5″ text_font=”font-970772″ text_weight=”400″ text_color=”color-prif”]_
\nOgilvyOne Worldwide
\nIndonesia[\/vc_custom_heading][\/vc_column_inner][\/vc_row_inner][vc_row_inner row_inner_height_percent=”0″ overlay_alpha=”50″ gutter_size=”3″ desktop_visibility=”yes” shift_y=”0″ z_index=”0″][vc_column_inner column_width_percent=”100″ position_horizontal=”left” override_padding=”yes” column_padding=”2″ gutter_size=”3″ overlay_alpha=”50″ medium_width=”0″ mobile_width=”0″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ width=”1\/1″][vc_custom_heading heading_semantic=”h3″ text_size=”h3″ text_font=”font-970772″ text_weight=”200″ text_transform=”uppercase” text_color=”color-prif”]UNICEF<\/b><\/p>\n

Capturing Humanity[\/vc_custom_heading][vc_custom_heading heading_semantic=”h5″ text_size=”h5″ text_font=”font-970772″ text_weight=”400″ text_color=”color-prif”]_
\nOgilvyOne Worldwide
\nIndonesia[\/vc_custom_heading][\/vc_column_inner][\/vc_row_inner][vc_row_inner row_inner_height_percent=”0″ overlay_alpha=”50″ gutter_size=”3″ shift_y=”0″ z_index=”0″][vc_column_inner column_width_percent=”100″ position_horizontal=”right” override_padding=”yes” column_padding=”2″ gutter_size=”3″ overlay_alpha=”50″ medium_width=”0″ mobile_width=”0″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ width=”1\/2″][vc_single_image media=”72404″ media_width_percent=”100″ media_ratio=”sixteen-nine” alignment=”center”][\/vc_column_inner][vc_column_inner column_width_percent=”100″ position_horizontal=”left” override_padding=”yes” column_padding=”2″ gutter_size=”3″ overlay_alpha=”50″ medium_width=”0″ mobile_width=”0″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ width=”1\/2″][vc_column_text]Even before hitting the donate button, people were already exposed to a reality that was somehow hidden, thanks to being out there for years. By turning a familiar device into something unexpected, we helped make familiar social issues, noticeable again. And more importantly, helped Unicef make a difference.[\/vc_column_text][vc_custom_heading heading_semantic=”h4″ text_size=”h4″ subheading=”In Indonesia, huge challenges like malaria and diarrhoea are far from new, and far from over. Unfortunately, bad news doesn\u2019t end up there. After decades of being exposed to this reality, even caring people become immune to it. We realized that in order for our message to be seen, our best chance was to hide it.”]Insights, Strategy and the Idea[\/vc_custom_heading][vc_custom_heading heading_semantic=”h4″ text_size=”h4″ subheading=”We decided to appeal to people\u2019s humanity when they were not expecting it: when asked to prove they’re human. We partnered with local online communities and websites and put the plea of Indonesian children right in front of potential donors, capturing their undivided attention. Once users wanted to sign up or leave comments they got an unusual message. The captcha was not the regular captcha anymore, but the use of it as a new one on one media. An invitation to donate towards a good cause and help Indonesians in need of a helping hand. Messages like \u201cSave Mikael from malaria\u201d or \u201cEnd deaths from diarrhoea\u201d broke the \u2013ironically robotic- way in which people wrote captcha texts daily.”]Creative Execution[\/vc_custom_heading][\/vc_column_inner][\/vc_row_inner][vc_empty_space empty_h=”3″][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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