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By Audrey Kemp, LA Reporter

September 18, 2023 | 4 min read

From a mother-daughter reunion in Bangladesh to a young refugee’s first day of school in Syria, ‘Our Proudest Moments Are Theirs’ illustrates how the charity changes lives.

Save The Children, a humanitarian organization dedicated to helping children around the world, has released a new campaign titled ‘Our Proudest Moments Are Theirs.’

Beyond simply tugging at heartstrings, this initiative serves as a rallying cry for individuals worldwide to unite behind the charity’s mission and recognize the enduring significance of its work. In a world often focused on immediate crises, Save the Children’s message resounds – this isn’t just about emergency response; it’s about facilitating a better future for children everywhere.

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In the 60-second spot, Save the Children’s impact weaves together three true stories of hope and transformation. The first is that of a baby born in rural Liberia who was delivered with the help of Alice Sumo, a Save the Children-trained midwife who has brought over 1,000 babies into the world.

The work then shifts to introduce Milli, a young Bangladeshi girl who, thanks to a Save the Children program, is reunited with her mother after being separated from her for a year. It concludes by spotlighting Ali a nine-year-old refugee who, for the first time, attends school in a Syrian camp and learns to write his name.

“We’re incredibly proud of the work we at Save the Children have done and continue to do, but in a challenging market, we need more than ever to sustain and grow support for the future,“ Kate Hewitt, director of brand & creative, Save the Children UK, said in a statement shared with The Drum.

“One way to do this is by sharing stories of our work and demonstrating how we create lasting change with and for children. This campaign is one of the steps we’re taking to increase the public’s understanding around our role and impact while building a stronger emotional connection to drive greater support.“

London-based creative agency Don’t Panic ideated and developed the campaign. “We want people to see Save the Children for what it is, a collaborator offering tailored, compassionate and impactful support, regardless of where it might be needed,” added George McCallum, creative director at Don’t Panic. “The organization doesn’t just ride in when disaster strikes. It is there for all the moments, big and small. For this campaign, we focused on those moments: things that change the course of children’s lives.”

Meanwhile, the spot itself was directed by Marcus Söderlund, Academy Film’s award-winning director, known for his previous work on music videos for The XX and Miike Snow as well as commercials for Volvo, The BBC, Honda, Canon and Audi, among other brands.

“We used a naturalistic mise-en-scène to closely mirror the real world while remaining true to the authentic emotions and the actual narratives in these real-life stories,” said Söderlund. “I loved the freedom during this process and the opportunity to explore complex human emotions and social situations. Working closely with Don’t Panic and Save the Children was a great collaboration.”

Through a media plan handled by Essence Media Com, ‘Our Proudest Moments Are Theirs’ launches across the United Kingdom’s TV channels, specifically Channel 4, ITV, satellite and digital stations and video-on-demand. A social campaign also supports the work across Facebook, Instagram and Twitter.

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