Celebrating the Rights of the Child
One of the most significant milestones of the twentieth century was the signing of the United Nations Convention on the Rights of the Child, which outlined in ink the civil, political, economic, social, health and cultural rights of children. When the United Nations Children's Fund (UNICEF) wanted to mark the 25th anniversary of the convention, it partnered with Advvise to organize a sweeping campaign targeting audiences throughout the MENA region.
Advvise produced a series of highly impactful products as part of an integrated campaign, including a song, a series of videos, and a fully-fledged social media campaign. The campaign leveraged the emotional power of the subject of children’s rights, highlighting the many systems and institutions that exploit their innocence while showcasing their resilience in the face of enormous odds. Nearly 28 million people in the MENA region were reached by the message, and even Facebook deemed it once the most prominent social media campaigns of the year.