Charity Save The Children is focusing on the harrowing reality of parents who face sleepless nights over their children suffering from acute malnutrition for a powerful new campaign film.
Created by purpose-driven agency GOOD, the 90-second film illustrates the grim scenes witnessed inside a paediatric ward where young children are being treated for malnutrition and its associated illnesses.
By highlighting the story of two-year old Kenyan Aisha, ‘Sleepless Nights’ hears directly from her mother Saaida, who thought that her daughter “woudn’t see another day” before she was remarkably saved the relatively simple solution of highly-nutritious food paste.
“We wanted an ad that moved from sympathy to empathy, through a universal truth that allowed viewers to connect with the story of acute malnutrition. The idea of ‘sleepless nights’ is relatable to anybody who is either a parent or who has been a child – that feeling of worry, which is heightened in the nighttime darkness,” GOOD Agency creative director, Andy Powell said.
Subscribe to Marketing Beat for free
Sign up here to get the latest news sent straight to your inbox each morning
“Filming on location was a truly life-affirming experience, especially seeing Aisha’s recovery in real-time, fuelled by food paste. Aisha is the living proof of how supporters can help save children’s lives.”
The direct response campaign showcases how just a small donation can help Save The Children’s vital work in helping deliver this food paste to famine-affected areas, helping the charity save countless lives as a result.
Save The Children Kenya programme officer, Fardosa Ahmed added: “The drought in northeastern Kenya has caused the worst food crisis in decades. It is putting millions of children’s lives on the line. Save the Children is working in hospitals and rural health centres to provide lifesaving treatment for children with severe acute malnutrition.
“I spent time with a mother called Saadia to hear her story first hand. I saw her little girl Aisha walking and laughing again after treatment. Aisha’s quick recovery shows how vital high-nutrient therapeutic milk and food paste is for children.”
