Unicef Netherlands

This campaign is about protecting children in war zones

The campaign’s goal was to draw attention to the crisis situation facing more than 520 million children in war-torn areas. To raise awareness of this issue, UNICEF Netherlands came up with a campaign and petition featuring emotionally sensitive content. This campaign centers on the need for humanitarian aid for children in war-torn areas.

Higuita translated this social effort into a powerful DOOH campaign: a sensitive notification appeared on digital screens. A notification familiar from social media was adapted for OOH screens.

“What sets this campaign apart from a normal advertising campaign is that we don’t show any images at all—and in fact, we say a lot with very little imagery.”

“What sets this campaign apart from a normal advertising campaign is that we don’t show any images at all—and in fact, we say a lot with very little imagery.”

-Higuita

The campaign is designed to get you to read it and think about it for yourself. The concept was simple but effective—not screaming for attention, but sparking curiosity and leaving a lasting impression.

• Advertiser Unicef Nederland
• Creative agency Higuita
• Period 6 Through 25 mai
• Industry Non-profit