UNICEF For Every Child Hope
UNICEF is running a global brand campaign, “UNICEF For Every Child”, marking the 70th anniversary of the UN agency. UNICEF was founded as United Nations International Children’s Emergency Fund on 11 December 1946, in the wake of World War II. Seventy years later, UNICEF is refreshing its brand identity, with new photography and film footage connecting the “For Every Child” motif with a sense of hope and resilience. The new work is being rolled out over two years in UNICEF offices in 190 countries and territories. The international organisation faces unprecedented demand for its services in support of millions of children around the world.
UNICEF Chief of Brand Building David Ohana explains the thinking behind the campaign:
“UNICEF’s new brand positioning reflects our commitment to promoting the rights and improving the lives of the world’s most vulnerable children by providing life-saving aid and long-term support. At a time when nearly 50 million children have been uprooted, more than half driven from their homes by conflict, UNICEF is needed now, more than ever. UNICEF’s brand is widely known, in large part due to the extraordinary efforts of our staff and partners working around the clock, in some of the toughest places, helping those at greatest risk and in greatest need. Curiously though, our association with children is surprisingly low – less than 50 per cent of people in a recent global survey… which is one of the things we aim to address. This is the first time UNICEF has undergone a brand repositioning in over a decade. Ultimately we hope this exercise helps UNICEF attract new audiences, partners and donors – in support of our work for and with the most at-risk and excluded children.”
UNICEF For Every Child Credits
The UNICEF For Every Child campaign was developed at Marcel Sydney by copywriter/art director David Nobay, agency producer Holly Alexander, and business director Manuela Perche working with Paloma Escudero, David Ohana, Angus Ingham and Eric Dekoninck at UNICEF.
Filming and photography was shot over five weeks in Kyrgyzstan, Vietnam, Lebanon, Ethiopia and Mexico, by director Simon Lister via Heckler with executive producer Will Alexander, editor Andrew Holmes, post producer Ali Kennedy and colourist Greg Constantaras.
Music was composed by Jesse Watt, produced at Nylon Studios, performed by Lisa Gerrard. Voiceovers are by Liam Neeson, Jackie Chan and Shakira.