Unicef launches five-year push

Unicef is launching “Put it Right,” a five-year initiative with its first ever television campaign and supporting direct marketing activity to champion the rights of children across the globe.

The TV ads, created by Abbott Mead Vickers.BBDO, are supported by a fully integrated marketing campaign press ads, outdoor ads and digital activity which will roll out in three phases.

The campaign focuses on five key rights children should have; right to a childhood, to be healthy, to be educated, to be treated fairly and to be heard, and features five children from around the world who have received help and support from Unicef.

The first phase of the campaign breaks on 8 February with TV ads across terrestrial and digital channels and will feature Unicef UK ambassador Ewan McGregor as the voice of the campaign.

The second and third phases will see a 60-second direct response TV ad and a direct marketing campaign to solicit donations.

Unicef UK executive director David Bull, says the campaign marks a “transformative moment” for the charity and is the start of the long-term initiative to build public awareness and support.

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