Make the Invisible Visible: Unicef

Challenge
Globally, acts of violence against children often go unreported and remain outside the realm of public discourse and public action. But bringing these issues to the forefront doesn’t necessarily bring us closer to a solution. Today’s world is filled with images of violence, poverty and neglect. Rather than creating a sense of urgency, showing the problem can trigger compassion fatigue; viewers become overwhelmed and tune out.

Solution
Our solution was to use theater of the mind, and let the viewer fill in the gaps with their own imagination. We created a short film of empty rooms and environments in which Liam Neeson described violent acts against children as they took place. Because the viewer played an active role in the storytelling, the end result was a shared sense of responsibility instead of a withdrawal into hopelessness.
A microsite and social media campaign subsequently laid out simple ways for us all –children, parents and communities – to overcome helplessness by taking action and collectively bringing an end to the problem.

Change
Launched in over 40 markets worldwide, the campaign succeeded in raising awareness globally and turned the spotlight on all of us to protect the children of the world. The PSA was featured in the 2014 ACT Responsible Showcase exhibit during the Cannes Lions.