MullenLowe Rauf and KNORR: MAKING THE UNCOMFORTABLE APPROACHABLE

In this campaign for KNORR Noodles, created by MullenLowe Rauf and Unilever Pakistan, uncomfortable subjects were made into approachable conversation starters.

Keeping their children safe is of paramount importance to parents. However, conversations can sometimes be difficult to start, especially in some cultural contexts. Parents often do not know how to start conversations, and children rarely speak up about being approached by strangers, harassed or even abused.

The idea was to educate and empower children through making them aware of dangers, while also creating material that would make difficult conversations easier to have.

Saher Shakil-Hashmi, Creative Director at MullenLowe Rauf, explains: “We didn’t want to come across as scary, but rather, to use a child-friendly approach and the beloved familiarity of our mascots Chuck and Chatty.”

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