Unicef is celebrating its 50th birthday with an advertising campaign
aimed at pricking the consciences of governments about the plight of
Bates Dorland in London has produced TV and print work with the message
that children are the powerless victims of adult decisions.
The print work underlines the message by featuring the work of
photojournalists, including a shot of a seven-year-old boy conscripted
into the Angolan army.
As such images are more difficult to get past TV regulators, the TV work
takes a softer approach by creating a news channel fronted by children,
reporting on how adult decisions affect them.
The aim of the campaign is partly to raise awareness of Unicef, but
mainly to provoke government action.
Ray Ingram, the account director for Unicef at Dorlands, said around 180
countries had signed the Convention on the Rights of a Child, but some
haven’t acted on its aims.
The campaign is expected to appear in more than 60 languages throughout
1997 and will rely extensively on free space and airtime, with Zenith
Media Worldwide responsible for negotiations.
The print work was written by James von Leyden and art directed by Andy
Ward. The TV film, directed by Chris Bould for Talkback, was written by
Daniel Bryant and art directed by Lynda Kennedy.