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
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
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.