| Brief | We brought children right into the heart of the UNICEF message with ‘The C Stands For Children’, a campaign which reset the current perception of the organisation, ensuring people that children are at the centre of everything they do.We phased campaign messaging over the three months it was live to create a narrative arc that evolved the story and refreshed assets. We began by bringing individual stories from a select group of children to the forefront, and then provided them with a platform to tell their story from their point of view. This device meant we moved away from presenting children as passive recipients of aid, and into a central and active role in our communications and their own lives. We supported that with a macro narrative to highlight the scale of the work UNICEF does, and how far reaching it really is across key pillars.The work combined to tell a story that was both intimate and personal, as well as global and powerful. From nationwide recognition that empowers new supporters, to single stories that move a person to change the fortunes of children across the world. |