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Creative

UNICEF Canada Puts Children’s Rights at the Heart of New Brand Campaign

New campaign developed by UNICEF Canada and Juniper Park\TBWA elicits memories of nostalgia

UNICEF Canada Puts Children’s Rights at the Heart of New Brand Campaign

UNICEF Canada has launched 'The Right to a Childhood', a new brand campaign that advocates for children’s rights, and challenges Canadians to support its global efforts to ensure every child grows up in a safe and supportive environment. The campaign was developed in collaboration with global Toronto-based creative agency, Juniper Park\TBWA and includes TV, OOH, social and online video content.


In 1989, The Convention on the Rights of the Childhood treaty was born and this continues to be the foundation and basis for all that UNICEF stands for – the human rights of every child, everywhere.

“We want to remind Canadians about the joys of a carefree childhood and inspire them to help UNICEF give every child the chance to reach their potential no matter where they are growing up,” says Rowena Pinto, Chief Program Officer at UNICEF Canada. “As the only organization named in the Convention on the Right of the Child, advocating for children’s rights is at the core of everything UNICEF does.”

The campaign highlights many of the rights outlined in The Convention on the Rights of the Child in a way that’s most relatable to Canadians. It supports UNICEF’s five brand pillars: children have the right to safe water, education, nutrition, heath and protection. But they also all have the right to run through sprinklers, read a book that could change their lives, eat their vegetables or not eat their vegetables, be healed with a hug, and even play outside without fear. These freedoms allow children to be children.

“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,” says 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.”

Communications planning and media buying network, PHD, executed the media approach and strategy for the campaign and Juniper Park\TBWA’s partner agency Tam-Tam\TBWA regionalized the campaign for the Quebec market.

Video production was executed by Radke Films with post production lead by School Editing, Fort York VFX, and Vapor Music on audio.

Every child everywhere has the right to a childhood. Visit https://www.unicef.ca/en/right-to-a-childhood to learn more about the campaign, and how to support the Right to a Childhood.

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Client

Advertiser: UNICEF Canada

Creative Agency

Creative Agency: Juniper Park\TBWA

Chief Creative Officer: Graham Lang

Executive Creative Director: Jenny Glover

Associate Creative Director: Yan Snajdr

Associate Creative Director: Tom Mednick

Jr. Art Director: Carlos Veras

Jr. Copywriter: Reena Feldman

Senior Producer: Karen Blazer

Group Account Director: Jessica DeSantis

Group Account Director: Dominic Neukom

Production Company

Production Company: Radke Film Group

Director: Chris Muir

Director of Photography: John Ker

Producer: Katy Maravala

Executive Producer: Scott Mackenzie

Post Production / VFX

Post Production Company: Fort York

Flame Artist: Luka White

Assistant Flame Artist: Harshita Uchil

Producer: Armen Bunag

Executive Producer: Sam McLaren

Post Production / VFX

Post Production Company: School Editing

Editor: Lauren Horn

Executive Producer: Sarah Brooks

Post Production / VFX

Post Production Company: Alter Ego

Colourist: Patrick Samaniego

Music

Music Company: Vapor Music

Engineer: Julian Rudd

Executive Producer: Kailee Nowosad

Producer: Brendan Quinn

Category: Charity , Corporate, Social and PSAs

Genre: Storytelling