Unicef UK is aiming to raise public awareness of its work, as well as vital funds, to build a better world for every child with the launch of a new brand platform, the first work by recently appointed agency Neverland.
“Making Childhood Unstoppable” has been created using real stories and footage of children that Unicef has supported across the world, and puts the unstoppable spirit and resilience of children at the heart of its storytelling.
It aims to show how every child is born ready, but global crises, such as wars and climate change, are threatening their childhoods.
The campaign ends on the hopeful message that Unicef is there, working with communities and local partners, to strengthen the systems that children need and drive long-lasting change, so every child can thrive.
The first campaign features the voices and inspiring stories of five children, showing how Unicef’s support is making their childhood unstoppable.
This includes Margarida, age 15, who is able to continue learning in Unicef’s climate-proof schools in Mozambique, as well as Minyar, age 11, who leads a karate club at a Unicef child-friendly space after war forced her to flee her home in Khartoum, Sudan.
The 30” and 15” lead films will run across BVOD, VOD and social networks, including ITVX, Sky, All4, Netflix, YouTube and Meta, supported by a wider digital and social campaign which includes three additional 30” social films sharing more about individual children’s stories as told from their perspectives.
The campaign will be extended into OOH, with large-scale digital posters appearing across major cities in England and Scotland as well as key London rail hubs in the lead-up to World Children’s Day on November 20.
iProspect, which was appointed as the charity’s media agency in 2022, has planned and bought all media for the campaign.
Unicef UK chief marketing and partnerships officer Louise Lane said: “We’re thrilled to launch this important and empowering brand campaign to help us shout about our work across the world, but most importantly raise the voices of the inspiring and resilient children we are supporting.
“Childhood should be full of play, learning and big dreams, but children all over the world are caught up in crises beyond their control.
“There has never been a more important time to support Unicef and we hope this campaign inspires people across the UK to join us, for children today and for generations to come.”
Neverland chief creative officer and co-founder Jon Forsyth added: “There’s not a more powerful message about the importance of children than showing their unstoppable desire to be children.”
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