UNICEF Canada breaks brand campaign
Charitable organization UNICEF Canada has begun a new brand campaign called “The Right to a Childhood.” Developed by Juniper Park TBWA of Toronto, the campaign is intended to raise awareness of the organization’s work to foster children’s rights. The effort includes television and out-of-home advertising, as well as social media content and online video. The creative focuses on rights outlined in The Convention on the Rights of the Child, including safe water, education, nutrition, heath and protection. Media planning and buying was conducted by PHD. Localization for Quebec was handled by Tam-Tam TBWA.
“Our hope is that the campaign brings back your favourite childhood memories, the moments we all might have taken for granted, and the luxuries that went unnoticed to us as children,” said Jenny Glover, executive creative director at Juniper Park TBWA. “We hope this campaign opens your eyes to the drastically different reality that so many kids around the world face every day.”