Dentsu Redder Ho Chi Minh City

ABOUT

Concept
Malnutrition in Vietnam affects millions of children but remains an invisible crisis. Traditional fundraising campaigns often failed to connect, especially with younger, urban audiences. UNICEF partnered with Minh Long to create a new kind of awareness campaign—one that used data storytelling, design, and cultural relevance to spark action. By turning real malnutrition statistics into visual narratives on ceramic plates, the campaign aimed to make complex health data tangible, emotional, and impossible to ignore.

Execution
A curated series of ceramic plates was created, inspired by traditional Bat Trang craftsmanship. Each design translated actual malnutrition data into minimalist, infographic-style visuals. Red represented the severity of deficiencies like iron, zinc, and Vitamin A, while blue symbolized hope and cultural identity. Plates were placed in cafés, restaurants, and lifestyle stores, and also made available online. The back of each plate included a short explanation of the data. Every sale directly supported UNICEF’s nutrition programs.

Results
The collection of 2,500 plates sold out within days, generating a 30 percent increase in donations compared to previous campaigns. The campaign reached new audiences, sparked nationwide conversation, and will now be repeated annually with new data and evolving designs to sustain engagement and impact.

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