UNICEF/UN
Audience, Digital marketing, coaching, research, user testing
Rooftop, an award winning production agency, engaged us to manage a complex brief from Unicef that required senior strategic leadership.
The UN wanted to run a campaign across 22 countries in the ECARO region aiming at transforming Education, bringing children back to school after covid, and raising awareness across 9 themes (well being, digital citizenship, inclusion, etc.).
THE CHALLENGE
The region includes countries with significant disparities in education systems and cultures. Some countries would follow the UN’s recommendation of including children with learning disabilities into mainstream schools, while others would exclude them. Children from displaced communities were not accepted within communities, with low access to tech devices, while others would have full access and be proficient in digital and tech.
THE SOLUTION
We challenged the brief and KPIs, working directly with the UN on social change KPIs and devised a campaign with young people’s voices at its core, giving them a forum to challenge their educational systems and request changes. We allowed for regional and communities (audience) tailoring in terms of messaging and deliverables. Young people from displaced communities in Turkey for example, were able to take part in the campaign by submitting their recommendations offline, while young people in Italy could submit via social media.