Problem to Solve
Too few caregivers are aware of the importance of the first few years of life and of
some of the simple ways in which they can help provide the stimulation, nurture and
protection so essential for their child’s development.
Brief
Propose a toolkit including a digital activation, print ad and video idea to raise
awareness among caregivers about how early stimulation helps foster children’s
cognitive, social and emotional development in the critical first years of life.
The toolkit must be global in its appeal but with flexibility to be adapted locally.
Assignment
Raise awareness among caregivers about the importance of children’s first years for
social, emotional and cognitive development.
Encourage caregivers to engage in learning through early childhood stimulation.
Increase brand identification of UNICEF with early childhood development.
Creative Idea
Charging Childhood Development
The campaign will feature the universal symbol of a mobile battery charge to convey the idea
that children, like phones, need to be “charged” to reach their full potential.
Education around forms of “charge” – “play” – will be executed through strong photographic
visuals and emojis. Combined in the form of an equation, the emojis will be used as a key to
signal the developmental benefits and impact of play activities.
Mobile First
Battery Symbol as Creative Metaphor: play “charges” childhood development.
Native Language: use of emojis is native to mobile and encourages participation.
Delivery Mechanism: SMS will serve as the primary communication channel.
Repetitive Messaging: regular charging will serve as an ongoing reminder.
Product Use: The phone itself can be a stimulation device.
Look and Feel
A series of hero shots of children playing in various locations across the globe will be
featured throughout the campaign. This offers flexibility for local application.
Emojis are a friendly means to depict the sensory attributes of ‘play’. These will be a
consistent element across the advertising, SMS messaging and social content.
Universal Access and Understanding
8.6 billion mobile devices estimated; in the developing world penetration is at 90%
Simple visual language crosses language, culture and literacy levels
Concept of “charging” inherently conveys performance and strength
A non-technical solution to reach widest possible audience
Global understanding through use of the battery icon
Large and highly kinetic photography gives sense of movement and play
Headline makes the benefit of play clear
Body copy explains the importance of early stimulation
Emojis indicate the need for multi sensorial play, in any language
Call to action is to visit website for free resources, follow social channels,
plus SMS service to reach low bandwidth users
UNICEF logo always clearly displayed
Charge your child’s development For children under 5, early stimulation is linked to
better cognitive development and futur e success.
Charge their potential with multi-sensorial play.
+ + + + =
Download our free play resources to learn more.
Visit unicef.org or text PLAY to 55545
Children Charging
Charge Childhood Development
Mobile
Built for mutli-screen and with HTML5 to reach the widest possible audience across
accessibility levels.
SMS campaign will send regular tips for play activities, customized based on the
user’s geography, age of child and time of day. Bite-size messages will include
education, suggested help and associated emoji symbols. These can also be sent via
facebook mobile push notifications.
Social sponsored updates will appear native in news feeds to achieve the KPIs of
social reach and video view. The video will be cut and time optimized per channel to
increase view duration.
The phone itself can become a sensorial tool used to initiate play. Flip phones can be
used to produce light, sound and vibrations. A medium expense phone can contain a
gyroscope (rotational screen sense), a compass (orientation), and a barometer
(GPS).
Free Msg:
CHARGING
CHILDHOOD
DEVELOPMENT:
Singing helps your
baby learn rhythm,
which can lead to
long-term pattern
recognition. Sing a
favourite song during
your next meal and
see if baby
can clap along
Digital and Social
A full digital resource toolkit will provide downloadable worksheets to serve as
instruction guides and play activities for caregivers’ use. This ensures the material is
accessible to the broadest possible audience, generating engagement at a low cost.
Programmatic targeting and known demographic data can serve the most relevant
display advertising to strike the hearts and minds of the viewer.
Cinemagraphs will bring static displays to life, drawing attention and encouraging
participation. Information can be added via rotational gifs.
Through use of #PlayCharges, a weekly ‘global play score’ will be determined based
off aggregated hashtags. Users can access their individual score through the website
and receive recommended activity tips and relevant information based on their
tracked progress. This ensures the repeated web visits. Participants can share their
results online and invite others to ensure encouraged participation.
Icons and photo overlays will be available for caregivers to layer over photos when
posting on social media, increasing brand identity and virality. Offline access points
(health stations, medical centres, schools) will be linked and tracked via social check-
ins.
Click-through will drive to UNICEF website and social channels.
#playcharges
Kids at the centre this morning
Video
Open with compelling education around the need for early cognitive development. The hero shots will come to life in a
highly immersive experience worth sharing. The first images will feature the youngest children, those who most critically
need play and charge, and grow older as they progress. As play increases the charge in the battery symbol will fill up.
The script and voiceover will focus on the sensorial actions -- speech, music, colour, touch, imaginary play, group play,
water play, etc. Music will begin somber and emotional but become more positive, playful and strong as the battery
charges. Final end frame will reveal the UNICEF logo and call-to-actions for play tips at the website and social
channels.
The video will be 360, meaning users can tilt and rotate their device to explore more and discover the full scenes of
these children enjoying their play. This low cost way to produce stunning social content offers a rich and immerse
experience.
360 videos are particularly known for increasing view duration.
Social cuts of the video should be optimized across channels.
Additionally, ‘light’ versions will allow access for low bandwidth
users and therefore increase reach.
Print Video Digital Online Resource
No-Low
bandwidthPrint campaign in local hospital, schools
and health stations.
Video distributed and aired at
medical centres via health workers
SMS messaging campaign, text-only
Tips to convert phone into play device:
light, sound & vibrate
Downloadable PDF worksheets,
optimized for screen reading
Medium
bandwidth
Print campaign, plus distribution at
community centers
Video light cuts offered & optimized
per channel (WhatsApp, WeChat,
SnapChat, Vine etc)
SMS messaging, including emoji
Free software to convert phone into more
sophisticated play device
User-posted hashtags
Print-ready activity pages
Low-data, bundled download kits,
for easy sharing
High
Bandwidth
Print campaign, plus digital print,
parenting magazines and outdoor
Video pre-roll on social, targeting
parenting and paediatric websites
Sharable video with personal tag
360 viewing on hand-held devices
SMS messaging, including emoji & GIFs
and links to resources/games on website
leveraging existing resources
User-posted hashtags and personal
photos/videos with campaign overlays
Facebook push notifications based on
desired tips
Digital worksheets for online use
and interactive games
‘call-and-respond’ play videos for
child viewing
Social communities that facilitate
virtual and IRL connection with
other carers/ children for group
play
Charging Childhood Development Summary
Raise Awareness
Charge symbol provides easy understanding of the issue
Campaign to run on parenting and paediatric sites
Sponsored updates for reach
Compelling imagery and online cinemagraphs to grab attention
Encourage
Video accompanied by interactive component to encourage click-through to education
Caregivers encouraged to share personal video/photo for influencer validation
Groups established to connect caregivers within communities to provide group play
Visual badges offered for users to use in personal profiles
#PlayCharges to link all organic content
Brand Identification
SMS campaign
Online portal contains toolkit content with instructional and interactive resources
Merci Beaucoup Unicef!
We met at Cannes Lions Young Marketers Academy 2014
RICKI KAPLAN
Brand Supervisor, Venables Bell & PartnersKAT CALLOW
Global Digital Media Manager, Unilever
