London - Eighteen years ago tomorrow UNICEF's Convention on the Rights of the Child was ratified. An entire generation has now lived their full eighteen years of childhood under its protection. For this landmark anniversary, UNICEF has launched the 'CRC@18' campaign to raise awareness about children's rights and the impact of the Convention.
To help celebrate this momentous occasion, Team Saatchi in London offered to create a pro bono print advertisement for UNICEF.
The idea generation process was a real collaborative effort, with three creative teams going through several rounds before both client and agency settled on their favourite ad. The final product was the work of art director Gary Howe and copywriter John Williams.
"We wanted to produce effective work that would translate well for the global audience," said Team Saatchi account manager Tom Sussman. "We were passionate about creating an ad that would not only enable an understanding of what the CRC meant but also how it should factor into people's everyday lives," he added.
In a coordinated release, the ad will be published in newspapers around the world to further highlight the issue of children's rights on the CRC anniversary date, 20 November.