The activity focuses on the plight of children “who are forced to live and work on the street”.
The press, insert and online activity, created by RAPP, feature the creative theme “Promise me”.
Press ads include a range of headlines such as: “Promise me I won’t be sold for sex” or “Promise me we won’t be forced to work 20 hours a day”. Each finishes with the UNICEF pledge: “We promise. Will you?”
UNICEF says the campaign reflects its role as the “champion” of the United Nations’ Convention on the Rights of the Child, which was adopted by world governments in 1989 and has its 20th Anniversary later this year.
In addition, UNICEF UK’s ambassadors, including Ralph Fiennes and Martin Bell, have recorded messages in support of the campaign on UNICEF UK’s website, Facebook and YouTube.
The online campaign breaks today while the press ads and inserts will start July 1. Inserts will run in titles including The Guardian, Radio Times and Sunday Times magazine while press ads will appear in The Daily Telegraph, The Independent, The Guardian and The Times.
The campaign will run until the end of July.