Save the Children has embarked on a three-year campaign to ensure millions of children worldwide have an equal opportunity to survive and benefit from access to healthcare and education regardless of where they live.
Launching the global push is a TV ad from Adam&EveDDB which shows the gritty reality faced by Save the Children workers as they help children around the world who are in desperate need.
Shot entirely from behind or from the POV of an aid worker, the film puts children as the main focus and shows the lengths Save the Children will go to and the dangers they face to reach every last child.
Tanya Steele, chief executive at Save the Children, commented: “As well as hoping to bring in essential income, we want to engage and attract new audiences with this TV ad, so we’ve taken quite a fresh, bold and authentic approach to storytelling. By offering a first-person perspective on the work we do, we are putting the viewers in our shoes and demonstrating what life is like for Save the Children staff.”
Joint managing director at Adam&EveDDB, Mat Goff, added: “This film is gritty and breathless because it’s real. The work Save the Children does on the ground is dangerous, hard and frightening but that is what it takes to reach the children ignored by governments, ostracised by society and stuck in extreme poverty. Save the Children workers are out there right now doing all of this in countries over the world.”
The campaign is being launched with a new Save the Children report, Every Last Child, that warns while progress is being made, those from discriminated groups are consistently overlooked, despite being the most at risk.
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Chief Creative Officer: Ben Priest
Executive Creative Director: Ben Tollett, Richard Brim
Art Director: Matt Gay
Copywriter: John Long
Additional Credits: Agency producer: Matt Craigie
Planner: Toby Harrison
Managing Director: Mat Goff
Account Director: Sam Brown
Account Manager: Max Sullivan
Designer/Typographer: King Henry
Media agency: the 7stars
Media planner: Patricia Stevens
Production company: HLA
Executive Producer: Mike Wells
Producer: see above
Director: Simon Ratigan
Cinematographer: Bob Pendar Hughes/Karl Oskarsson/Catherine Derry
D.O.P: see above
Editing Company: The Playroom
Editor: Adam Spivey
Post Production: Finish
Post Producer: Vittorio Giannini
VFX Supervisor: Judy Roberts
Colourist: Paul Harrison
Audio Post Production: Factory Studios