UNICEF’s Christmas Gifts Save More Children than Others

In the run up to Christmas, UNICEF is launching a campaign with the message “Some Christmas Gifts Save More Children Than Others”. Created by TBWA Stockholm and directed by Sebastian Reed through Camp David, the film cleverly shows how the life-saving products in UNICEF’s gift shop compare to some of our more common Christmas presents. 

The film plays out in different countries, following UNICEF in their vital work to save children’s lives. One UNICEF worker helps a child by gifting them with a Christmas pot plant. Another doctor offers a child and their mother a perfume gift set, instead of a vaccine against polio. Another tries to save a child’s life with a box of chocolates. 

“Buying chocolate boxes and Christmas plants are common practices at Christmas time. But with this film, we also want to remind people, in a tongue-in-cheek way, that the Christmas presents in UNICEF's gift shop save children's lives," says Andreas Eriksson, communications manager at UNICEF Sweden. 

Last year, UNICEF was the world's largest buyer of vaccines. In Africa alone, UNICEF vaccinated 141 million children against polio. UNICEF is an organisation entirely dependent on voluntary contributions. The purpose of this Christmas campaign is to raise funds through the sale of vaccines against fatal diseases, nutritional supplements, water purification tablets and blankets, which will be distributed to children in crisis areas. All can be bought at the gift shop at unicef.se. 

“The simple but thought-provoking approach of this film really struck a chord with me when I was first approached by the team at TBWA. Taking it forward, it was important to me to find the balance between the playful but still serious elements of the film. To me, that was key so that the films vital message would not be lost,” adds director at Camp David, Sebastian Reed. 

In addition to the TVC and other films rolling out over social media, the campaign will also take the form of print, DR, as well as in Gina Tricot stores. Communication is already under way in UNICEF's own channels, but the campaign, which runs until Christmas Eve, has a widespread launch from the release date of Tuesday, December 11th.