UNICEF: Saving Generation Covid by Impero

'Save Generation Covid' is an emergency appeal for children that raises awareness of the impacts of coronavirus as it spreads to the most vulnerable places around the world. A whole generation is at risk from not only the disease itself but also from the disruption it has on health and education systems.

Impero developed a creative campaign around the 'pre-existing conditions' that pose immediate threats on children's survival, such as war, hunger, poverty, and lack of sanitation. Conditions that are exacerbated as a consequence of coronavirus.

Intentionally hard-hitting and thought-provoking, the message draws explicit comparisons between the UK’s current reality and the severity of the reality of some of the most vulnerable children around the world.

The outdoor assets will appear across London where the target audience over indexes, but can also be found in the South East. The social content will run across Instagram and Facebook in-feed and stories. using a mix of fast cuts and highlighted typography, along with vibrant icons and graphics that help to illustrate the specific theme i.e war or lack of sanitation.