Robbie created this pitch-wining integrated campaign for World Vision in the summer of 2018. It consists of a manifesto film for a new brand platform (Childhood is Sacred) and a Christmas digital campaign.
The brief for the digital campaign was to raise awareness and donations to stop child slavery. The client was advised against the urge to show too many pictures of children with guns and suchlike. Christmas is a time of warmth and that imagery felt off-putting.
Instead, it was decided that the work should tug at the heart strings by talking of what it means when a childhood is lost – as it is so often is in the cases of child soldiers, child sex workers and child labourers.
The insight was this: when a child loses a toy on the street, it can feel like the end of the world for them. So how much worse must it be for a child who loses everything as a result of child slavery?
The idea was to leave 2,000 ‘lost’ teddy bears in key locations around the UK where the child sponsorship demographic was most pronounced. A tag on the bear’s wrist made our case and asked for a picture the bear to be shared on social media.
The campaign was launched with a teaser campaign in local and national newspapers. and followed up with local PR stories and on the World Vision facebook page.
The manifesto film, created internally, is perhaps the highlight of the campaign.
Agency: VCCP