UNICEF UK is continuing to raise awareness of its key mission to put children at the heart of everything it does with the second phase of its award-winning The C Stands for Children’ campaign.
Once again partnering with creative agency Accomplice London, the charity is looking to explore a new theme of ‘childhood’ to emphasise no matter where in the world it is – UNICEF is there to protect and safeguard it.
The creative however puts an interesting twist on western ideas around these themes, instead exploring them through the lens of homeless and displaced children being helped by UNICEF across the developing world and warzones.
“Protecting children’s rights and raising children’s voices is our top priority at UNICEF UK and every day we’re supporting millions of children worldwide to make sure they have the childhoods and futures they deserve,” UNICEF UK deputy executive director for public engagement Mike Flynn said.
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“All around the world, we see children faced with adversity, yet still finding those moments of play and curiosity – it’s a universal feeling and UNICEF is here to make sure that stays. By raising awareness, we want everyone to know that the money they so generously donate to us here at UNICEF UK will go directly to help the most disadvantaged children.”
Running from September through to December primarily across digital channels, video-on-demand and YouTube, the hero film will be supported by additional social media and display executions.
Accomplice London co-founder and creative director Mark Hunter added: “We are very proud of this new ‘The C Stands for Children’ campaign, which builds on last year’s message that children are at the very heart of everything UNICEF does.
“This year we use universal stories of childhood to remind the world that children are children, wherever they find themselves. Their circumstances may be very different but their spirit, their energy and their dreams are not.”
