UNICEF Put it Right

UNICEF UK is running “Put It Right”, an online and television advertising campaign designed to raise awareness of child poverty and challenge people to donate, take action and fundraise for their cause. A TV advert ties together the stories of six children who are featured in online features and videos.

UNICEF Put it Right site

“All children are born with the same rights, the right to a childhood, the right to an education, the right to be healthy, the right to be heard, and the right to be treated fairly. They have these rights wherever in the world they are born. But for millions of children around the world, these rights are denied. UNICEF is working in more than 190 countries around the world to protect children and to uphold their rights. But we need your help. We want you to help put it right for children not because you feel sorry for them, but because you know it is unacceptable for them to live in this way.”

Click on the image below to play the TV ad in YouTube

Aklima, aged 12, lives in Dhaka in Bangladesh with her parents, four sisters and two brothers. She makes a living by scavenging for bits of plastic and scraps of paper at a rubbish dump.

Click on the image below to play the Aklima video.

Sreynet, ten, has lived on the streets in Cambodia all her life. She lives next to a busy crossroads with her mother and two-year-old stepsister. Each morning, Sreynet crosses the road to buy a bowl of noodle soup. She shares it with her sister, then their mother eats what’s left. After breakfast, the two girls go to the park to beg.

Click on the image below to play the Sreynet video.

Charles, only thirteen years old, has had to grow up very quickly. Last year, his mother discovered that she had HIV. She was pregnant with Charles’s baby sister, Kaseo, at the time. Shortly after she had the baby, Charles’s mother caught TB. Her body was unable to fight the infection and she died.

Click on the image below to play the Charles video.

Caroline is just 10 years old. She lives with her Mum and her younger brothers and sister in a small village in Uganda, surrounded by beautiful crater lakes. Her family used to rely on the lakes for fish and water. But the lakes are very dangerous – they contain bilharzia, a waterborne parasite, which if left untreated can lead to life-threatening illnesses.

Click on the image below to play the Caroline video.

Shumon, just 13, lives in a slum in Bangladesh and works seven hours a day making pots in an aluminium factory. Sally, 3, lives on the streets of Manila, capital of the Philippines, with her mother, stepfather and four siblings. Street children like Sally are denied the right to a childhood, education and health care. Right now, Sally’s prospects are bleak. Sally’s mother is herself a former street child. Her stepfather drives a motorbike taxi, earning around £1.60 a day. It’s not enough to get the family off the streets.


The Put It Right campaign was developed at AMV BBDO, London, by Huw Williams and Gary Walker, and agency producer Carol Powell.

Filming was shot by director Adrian Moat via RSA with producer Debbie Garvey. Editor was James Rossen at Final Cut.

Post production was done at The Mill by producer Chris Batten, Flame artist Barnsley, and colourist Adam Scott.