The Convention on the Rights of a Child, in 120 seconds
cChange partnered with UNICEF Pacific to develop a simple video animation that could take the abstract concepts of the Convention on the Rights of a Child and communicate them in a way that help people, at all levels, to consider the power they had to young lives. The animation also needed to be cut into four short 30-second commercials to run on television during UNICEF’s Just Play events, in partnership with the Oceania Football Confederation.
cChange took the broad concepts and built them into a simple storytelling progression, starting with the birth of a child through graduation from secondary school. Through each stage the key rights/needs were highlighted and UNICEF had a short that could be used both for general awareness on its program to key partners and for broader audiences through television advertising. The animation script was adapted for radio ads in areas of the region where using television advertising was limited.