Mandela fronts TBWA advertising for Unicef

TBWA/London has enlisted the former South African president Nelson

Mandela to launch Unicef's Global Movement for Children in a campaign

which breaks on 26 May and will run worldwide for the rest of the


It has been reported that the campaign, which is benefiting from airtime

donated by Unicef benefactors, will run across global media space

totalling pounds 200 million.

The global movement coincides with the follow-up, this September, to the

UN's World Summit For Children of a decade ago. Unicef is relying on the

TBWA campaign to produce a groundswell of international opinion that

will lead to key initiatives being passed at the conference.

TBWA picked up the business after a pitch against M&C Saatchi in New


The campaign consists of an initial 60-second launch film, which argues

for the importance of children's issues on a global basis, and a series

of 30-second 'pledge' films, which invites support for the movement more

directly. The ads are intended to appeal to the global public and to

politicians and corporations .

The launch film opens with the TV footage of a child born in a tree

during the Mozambique floods. It cuts to a young child, reading from a


He articulates the desires of children to ever larger audiences around

the world.

Clips show children embracing life despite adversity as the confidence

and force of his speech builds until he addresses a conference. Finally,

the child is asking Mandela: 'You were once us, give us the chance to

become you.'

The first 30-second 'pledge' spot shows Mandela repeating a vow that

'children everywhere should be allowed to grow to adulthood in health,

peace and dignity'.

The campaign was written and art directed by Trevor Beattie and Bill

Bungay. The ads were directed by Hugh Hudson and produced by RSA. Owing

to the nature of the airtime donations, many media agencies were

involved in planning and buying.

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