Client: Unicef USA
Date: Nov 2019
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In 1947, actor Téa Leoni’s grandmother co-founded Unicef USA. Now the Madam Secretary star is voicing the organization’s end-of-year fundraising campaign, helping call attention to the tireless, and often dangerous, work its 13,000 workers around the world do to keep children and families safe and nourished.

Leoni’s grandmother, Helenka Pantaleoni, co-founded Unicef USA and served as its president for 25 years, while her father Anthony Pantaleoni, previously served as its board chair. Leoni has memories of trick-or-treating for Unicef as a child, and she was appointed a Unicef Ambassador in 2001.

The ‘We Won’t Stop’ campaign features a hero video voiced by Leoni. “Unreasonable. That’s how you have to be if you want to change things,” she says, as pictures of children in war-torn and impoverished areas are shown. The faces of Unicef workers are also highlighted, before the actions of those workers comes in fast clips.

“The world’s children need people… who see impossible as an incentive to try harder, who’ll find one good reason to keep going in the face of a thousand reasons to stop,” she states, as footage of workers giving children vaccines, fording raging rivers, airdropping food and going to remote areas to make the lives of children better is shown.

The campaign, done with strategic partner The Community, also features out-of-home placements with pictures of the workers and text that states things such as “We won’t stop until malnutrition is a thing of the past,” and “We won’t stop until every child has safe water.” There are also videos that show individual stories and successes, like a malnourished child who is now well fed and smiling in South Sudan, or the work being done to help the Rohingya refugees from Myanmar living in a camp in Bangladesh.


The Community

Unicef USA