Using animated video to tell Unicef UK’s story
Children’s charity Unicef UK raises funds to support the vital work of Unicef, while carrying out programs in the UK to promote the rights of children.
Unicef UK puts storytelling at the heart of their marketing and communications strategy. They understand that video is a versatile, engaging and increasingly popular medium, one that’s ideal for building an understanding around their cause, and sharing their brand’s core story:
‘Children in danger. Together we can make a safer word for every child.’
Unicef UK required a solution which would help them create the content they needed quickly: meeting the organisations high demand for video content, whilst respecting their brand guidelines and supporting their strategic goals.
What we did
Manifesto collaborated with the digital team at Unicef UK to devise a new visual style for the organisation and create a bank of 2D assets which could be used to quickly produce new videos at crucial moments. From characters, objects and landscapes, to overlays, subtitles and end cards, the charity has a ready-to-use, on-brand toolbox to help them efficiently create engaging content to support both new and existing campaigns, and respond to real-world events more quickly.
We helped Unicef UK produce powerful, story-driven motion content for their social channels, supporting the strategic goals of multiple campaigns, including the charity’s annual winter campaign. Traditionally promoted by a direct-response TV ad, we helped extend the campaign narrative across social channels by creating four one-minute animation videos for use on Facebook and YouTube, focusing on the effects of winter in the middle east: the lack of food and clean water, the freezing temperatures, children torn from their homes, and the ongoing conflict in Syria.
How it went
Unicef UK’s new visual language helps us support their team in creating relevant and meaningful videos to engage their audiences across multiple channels. The animated assets and templates are used to create a mix of hub and ‘evergreen’ content which converts the attention gained by live action hero videos into support and positive action.