Nonprofit 1,000 Days opts for humor over heartstrings in campaign to fight malnutrition
Nonprofit 1,000 Days, an organization that is working to fight malnutrition in children around the word, has released an adorable campaign that shows viewers what it would look like if babies could advocate for other babies.
The centerpiece of the campaign is a two-minute video that is narrated by an adult man but told from a baby’s point of view. In the video, the baby agonizes over the fact that he is able to eat a healthy diet while there are other babies out there that aren’t getting the nutrition they need.
“I wanted that to change. And…I needed to be changed,” he says while his mom puts a clean diaper on him.
At the end of the film, he rejoices (i.e. jumps up and down in his crib) when he realizes that he can help by joining 1,000 Days, which he calls “a community of like-minded individuals united behind a common cause.”
Created by San Francisco agency BarrettSF, the video will run on Facebook as part of a larger campaign for the nonprofit that includes both digital and social elements.
The campaign kicked off earlier this month with a set of memes called ‘Grumpy Babies’ that pair a baby’s disgruntled face with a cheeky caption that’s meant to spur viewers to sign the 1,000 Days petition on its website. The petition asks people to “join the movement calling on world leaders to invest in nutrition” since “one in four kids throughout the world start out life at a big disadvantage due to malnutrition,” according to the nonprofit.
Check out the ads below: