Education Above All - Calling Attendance

Promoting the UN’s ‘Day to Protect Education from Attack’

Challenge: Every day there are hundreds of brutal and deliberate attacks on education around the world. But world leaders don’t see it as a priority and most people are unaware.

Solution: We needed to grab their attention in the most emotional way possible. Our idea was to highlight that when children are not in school, they are often somewhere much worse. Centering around the classroom ritual of calling attendance, we showed where children end up when they are displaced by intentional attacks on education. To reach a global audience we depicted children across multiple regions, speaking their own languages.

Outcome: The film was introduced at the United Nations by Education Above All’s chairperson and founder, Her Highness Sheikha Moza bint Nasser, during the foundation’s virtual summit. It was later shared and reposted widely across social media. This is year 2 of the campaign - we are at the beginning of a movement.