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.
Transcript
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 estimated mobile devices; with 90% penetration in the developing world
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
Print 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 future 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
MobileBuilt for multi-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 social reach and video views KPIs. Video will be 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 the 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 repeated web visits. Participants can share their results online and
invite others to 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
Kidsatthecentrethismorning
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 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 OnlineResource
No-Low bandwidth Print campaign in local hospital, schools
and health stations. Video distributed and aired at
medical centers 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
HighBandwidth
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 #PlayCharges to link all organic content
Brand Identification
Visual badges offered for users to use in personal profiles SMS campaign with bite size practical help
Online holds a plethora of instructional and interactive resources
Merci Beaucoup Unicef!
We met at Cannes Lions Young Marketers Academy 2014
RICKI KAPLAN Brand Supervisor, Venables Bell & Partners
