Unicef UK has released a film calling for urgent action to help children affected by war, emergencies and natural disasters. The powerful campaign aims to reflect the experiences faced by children in Syria and other conflict zones
The 'World Upside Down' spot shows a British family enjoying what appears to be an ordinary day out at the park. However, each time the children spin upside down by dangling from climbing frame or doing a headstand the camera flips 180-degrees – revealing a glimpse of what life would be like if they lived in a war zone.
The ad has been designed to mirror the dangerous scenarios faced by children seeking refuge, and the closing scene depicts a young British boy taking a rest on the railway tracks he has been following as darkness closes in.
Created by Don't Panic, the agency behind Save the Children's hard-hitting 'If London Was Syria' spot, the creative coincides with a recent Unicef report which indicates that the number of children who have sought asylum in the EU has almost doubled compared to the same period last year.