Put it Right was a TTL fundraising platform created to help reposition UNICEF as a rights-based organisation.
A fully-integrated campaign was created to help with this repositioning, including the two TVCs we’ve included here.
In moving to a rights based approach, Robbie needed to take a slightly different approach to DRTV. The featured children were not to be seen as objects, whose misery was to be manipulated and fictionalised for donations. We were fundraising for their lives. We needed to show respect for them and reality of their situation, or else UNICEF ran the risk of not practising what they were paying us to preach.
The ads were directed by Adrian Moat, edited by James Rosen and accompanied by by below-the-line and ambient materials. The campaign line ‘Put It Right’ was written by Mary Wear.
The footage was allowed breathe by using the voice over (Ewan McGregor) sparingly and focusing on the power of the edit. This allowed the human dignity of the children to shine through, even in these appalling situations.
Agency: Rapp