Agency: TBWA
Client: UNICEF
Date: Nov 2019
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Unicef Canada has launched The Right to a Childhood, a new brand campaign that advocates for children’s rights, and challenges Canadians to support its global efforts to ensure every child grows up in a safe and supportive environment. The campaign was developed in collaboration with global Toronto-based creative agency, Juniper Park\TBWA and includes TV, OOH, social and online video content.

In 1989, The Convention on the Rights of the Childhood treaty was born and this continues to be the foundation and basis for all that UNICEF stands for – the human rights of every child, everywhere.

The campaign highlights many of the rights outlined in The Convention on the Rights of the Child in a way that’s most relatable to Canadians. It supports UNICEF’s five brand pillars: children have the right to safe water, education, nutrition, heath and protection. But they also all have the right to run through sprinklers, read a book that could change their lives, eat their vegetables or not eat their vegetables, be healed with a hug, and even play outside without fear. These freedoms allow children to be children.