Background

UNICEF and the European Union teamed up to bring international aid to children in desperate need of help. The standard perception was based on negative and guilt feeling, which did not resonate with today’s audiences. Audiences needed to see that people in ‘need’ are not necessarily unable to help themselves. It was time for a change in perception.


 

Vision

The vision was clear – create a powerful, engaging and memorable interaction with a clear call to action. We needed to develop a brand campaign that would speak to younger viewers, shifting the perception of helping children in developing countries to be a more positive experience. We aimed for children helping children. It’s Kaya dream to participate in the Olympic games one day and she views collecting water for her family 3.5 km to the nearest river as her daily training. Kaya enjoys sharing her positive adventures about day. Furthermore this is a wonderful opportunity to learn more about Kaya’s region straight from a local’s point of view.


 

Concept Solution

We rose to the challenge by utilising pop-art inspired images to create small baseball type cards and larger posters of children in developing countries, with powerful phrases expressing triumphs and not defeats. The negative turns positive. The images were large and colourful, causing people to study the posters and take a second, closer look. The baseball cards type card, small and collectible were easily traded. The meaning was clear, the results were delivered, and the message was spread. “children helping children” by trading cards.
The “Join My Fanclub” campaign was born.

Unicef European Union
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