Ads We Love: For Vaccine Week UNICEF Urges Parents to Childproof their Children with New Campaign


For vaccine week UNICEF recently started a new campaign. The campaign features a 60-second animated film, animated social media posts, and static and animated posters. The whole campaign is aimed at sensitizing parents about vaccination, they do this by urging parents to childproof their children. The vaccine week campaign for UNICEF was created by the Santa Monica-based creative agency RPA.

Ads We Love: For Vaccine Week UNICEF Urges Parents to Childproof their Children with New Campaign

About UNICEF’s Animated Film for Vaccine Week

For Vaccine Week, UNICEF released a 60-second animated filmed titled “Dangers.” The film was illustrated and animated by LOBO director Mateus de Paula Santos of Sao Paulo, Brazil. He used a combination of 2-D and 3-D animation to create the film. The animated film is very relatable and shows us how by nature kids can be very danger prone. It illustrates how little kids are like daredevils, constantly putting themselves in situations that can cause serious harm. The film drives the message that though we can’t prevent all the dangers kids get into, we can prevent dangers from getting into the kids. It urges parents to childproof their children with vaccines.

UNICEF and their creative agency plan to translate the film into 20 languages for global distribution. Some of these languages include French, Spanish, Arabic, Chinese, Russian, Ukrainian, Hindi, Urdu, Tagalog and Romanian. They will also promote the film on Facebook, Instagram and Twitter with paid posts. The paid posts will be translated into multiple languages which include English, Spanish, French and Arabic. This would help the message for Vaccine week reach parents worldwide. According to Jason Sperling, chief of creative development for RPA, the format of the video is a perfect fit both for speaking to parents and parents-to-be. It also adds a lightheartedness to a collection of dangerous situations.
Video of UNICEF’s Danger

About UNICEF’s Campaign for Vaccine Week

Like it said earlier, the campaign features a film, animated social media post and static and animated posters. The campaign’s static and animated posters feature six additional interpretations of kids facing danger.  They are depicted in aspirational roles and have obvious antagonists.  Like, one poster features a kid as an astronaut with an oversized arm administering the vaccine. Each kid in the poster represents a range of ethnicities, this reflects the global nature of the campaign. Every poster was created by different illustrators, they include Laurene Boglio, Alex Fine, Geo Law, Jean-Pierre Le Roux, Melanie Matthews and Eric Nyquist.

Sperling spoke about animating the still posters, he stated that they bring the illustrations to life. While also making it more magical in social media channels. He explained that arm featured in each poster acts as a barrier for protection that grows around the child as the metaphorical danger closes in. Sperling also explained that the campaign for Vaccine Week is meant to promote vaccinations against all diseases. The campaign’s animated and static posters are being distributed to UNICEF country offices and national committees worldwide.

Ads We Love: For Vaccine Week UNICEF Urges Parents to Childproof their Children with New Campaign

More about the UNICEF Campaign for Vaccine Week

To better promote the campaign and encourage greater reach, they are partnering with the World Health Organization (they are the official sponsors of Vaccine Week). Gavi, the Vaccine Alliance and the Bill & Melinda Gates Foundation, which will contribute one dollar to UNICEF this month for every like or share of social media posts that use the hashtag #VaccinesWork, up to $1 million.


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