A Vaccine For Violence
UNICEF UK is raising awareness of child-related violence across the world with “A Vaccine For Violence”, a commercial set in a pharmacy. A young child meets up with a GI Joe pharmacist who promises him a way to escape gang violence. It worked for Teddy. But will it work for him? A new report by UNICEF has found that every 5 minutes a child dies as a result of violence. Of this violence, 75% is interpersonal, rather than resulting from conflict. Viewers are encouraged to join the Children in Danger campaign by signing a petition to the British Prime Minister online at unicef.org.uk/violence.
Across the world, children are facing an epidemic of violence. In war zones, on the streets of violent cities, but also, shockingly, in their own homes and schools. From babies to teenagers, they’re beaten, raped, even murdered. UNICEF vaccinates over a third of the world’s children. But there is no vaccine for violence. And there never will be.
The report “Children in Danger: Act to End Violence against Children” reveals that every five minutes a child around the world dies as the result of violence. It also outlines that some 345 children under the age of 20 could die from violence each day in the next year, unless governments act.
The campaign also includes Twitter pics highlighting the plight of children, and photography featuring UNICEF ambassadors Robbie Williams and David Beckham.
Unicef Goodwill Ambassador David Beckham said: “If you saw a child in danger, any child you would instantly step up and protect that child from whatever threat they were facing. Millions of children around the world are facing dangers every day – violence, disease and disasters. We need to grab this opportunity to step up and protect them now. Join me in supporting Unicef’s Children in Danger campaign and we can all help keep these children safe.”
Unicef UK Ambassador Robbie Williams said: “I’ve met children around the world who are facing all kinds of dangers – kids in Haiti who lost everything in the earthquake and little children in Mexico at risk of violence and abuse. Since becoming a dad I realise more than ever how much these children need someone to protect them. With your help Unicef can keep these children safe, please sign up to their Children in Danger campaign.”
The Vaccine for Violence campaign was developed at Don’t Panic London by creative director/copywriter Richard Beer, copywriter Joe Wade, agency producers Sam Adams and Jane Marshall.
Filming was shot by director Jonathan Pearson via unit9, London, with producers Gabriel Lo Giudice and Nick Rowell, art director Sarah Jennson, editor Alex Burt.
Sound was designed by Mark Adair at MassiveMusic.