GNOMI + DRAFTFCB, MANOS TSAGARAKIS AND MODIANO S.A. FOR THE ASSOCIATION “FRIENDS OF CHILD”

Athens, 30. September 2011 | “Friends of the Child” is a non-profit charity association that supports and improves the everyday life of children that face serious challenges due to their poor or dysfunctional families.

The funding of the Association is based in individual donations. 

TV advertising for “Friends of the Child” proved to be very effective in order to secure funding via individual donations. In addition, advertising was the best way for the association to achieve awareness for the name and the purpose of activation, as well as, to differentiate versus other childhood supporting associations and to attract volunteers.

With his own unique way, Manos Tsagarakis, the young star of the TV series "The Island" re-defines the word “friend”. Over the time, “friends” are mainly considered those made through internet and sites of social networking thus people praise themselves on the number of “friends” they got.

As Manos says, “all these virtual friends have no achievement to feel proud of” and in contrast he introduces to the audience “another type of friends, that in reality they do accomplish a lot”.

The idea of the participation of Manos Tsagarakis as well as the idea of comparing passive participants in virtual social networks with the major social contribution of the association “Friends of the Child”, were of the creative team of Yiannis Barboutis from Gnomi+DraftFCB. The production was made by Modiano S.A. and the film was directed by George Korgianitis.

What is surely worth mentioning, is that the Director and the advertising and production agencies have worked pro bono for this project.