Unicef brand campaign puts children at the centre

Unicef UK has launched an integrated campaign through Accomplice London to address a degree of public uncertainty over whom it helps – namely, disadvantaged children.

“We want people to know that when they generously donate to Unicef UK, their money goes directly to children around the world that need it the most,” Mike Flynn, deputy executive director of public engagement at Unicef UK, said.

The message is delivered across out of home, press and online video by the visual device of knitting the Unicef logo together with images of children it has supported in a way that makes it look like the child has replaced the letter C.

“The C stands for children” was created by brothers Ed and Phill Lecorgne at Accomplice, which is led by co-founders Ryan Lietaer (chief executive) and Mark Hunter (chief creative officer).

Hunter said: “This campaign is bold and strikingly simple and designed to connect more people than ever before to Unicef’s core mission to help children.”

Press ads carry longer copy that explains how the charity has helped the child in the picture. They will feature in The Daily Telegraph, The Guardian and The Times, as well as the in-flight magazine for easyJet. Media planning and buying is handled by iProspect.

Unicef was established in 1946 as the United Nations International Children’s Emergency Fund to meet the emergency needs of children in post-war Europe and China. Its remit was broadened to long-term needs in developing countries in 1950 and its name was shortened to the United Nations Childrens Fund in 1953.