UNICEF : Saving Generation COVID
Save Generation COVID is an emergency appeal for children that raises awareness of the impacts of coronavirus as it spreads to the most vulnerable places around the world. A whole generation is at risk from not only the disease itself but also from the disruption it has on health and education systems.
We developed a creative campaign around the "pre-existing conditions" that pose immediate threats on the children's survival, such as war, hunger, poverty, and lack of sanitation. Conditions that are exacerbated as a consequence of coronavirus.
Intentionally hard-hitting and thought-provoking, the message draws explicit comparisons between the UK’s current reality and the severity of the reality of some of the most vulnerable children around the world.
The outdoor assets are a combination of 6 sheet, 4 sheet poster and 48 sheet OOH spots which largely run far and wide across London where the target audience over indexes, but can also be found in the South East. There are 3 x creative variants, 2 of which hero a children and their pre-existing condition, and one that simply lands the powerful message “Coronavirus is the biggest global crisis for children since World War 2”, all of which sit alongside the iconic Unicef cyan blue pantone.
The social content is made up of a series of 6 x under 15” videos that run across Instagram and Facebook - feed and stories. They are eye-catching and fast paced, using a mix of fast cuts and highlighted typography, along with vibrant icons and graphics that help to illustrate the specific theme i.e war or lack of sanitation.
High impact digital takeover skins (shell unit) show an image of two children who frequently appear throughout the campaign, alongside a 20” video that concisely delivers the key campaign messages. This ad format is seeded out using behavioural and contextual targeting for maximum impact.
Unicef has also enlisted their network of supporters such as Emma Bunton, Rita Ora and David Beckham.