The Right to a Childhood: UNICEF & Juniper Park\TBWA

The campaign highlights many of the rights outlined in The Convention on the Rights of the Child in a way that’s most relatable to Canadians

Juniper Park\TBWA
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Toronto, Canada
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Jenny Glover
Executive Creative Director Juniper Park\TBWA

Tell us about your role in the creation of The Right to a Childhood?

I guided the creative teams to develop and produce the campaign.

Give us an overview of the campaign. What is it about?

It’s a reminder of all the everyday things that we take for granted as part of a privileged first world childhood. All the things that every child everywhere deserves, basically, the right to a childhood.  

Tell us about the details creative brief, what did it ask?

The brief asked for us to highlight the importance of the work that UNICEF does around the world, and why they need support and donations. But the client also had very clear direction on tone, not wanting us to use shock tactics or be overly negative in our approach.

Which insight led to the creation of this piece of work?

Our own collective childhoods, all our shared and overlapping experiences that we perceive as the simplest rights of passage for childhood.

What was the greatest challenge that you faced bringing this campaign to life?

Finding the right tonal direction for the brand and also finding a way to deliver a serious message in a more hopeful and positive way.

And what did you enjoy most about seeing this campaign through?

How many people gave their time and energy to make this happen. Everyone from the agency and client team at UNICEF to the production partners who came on board and invested in this campaign.

Where do you see this campaign going in the future?

The right to a childhood is a strong insight and platform so I’m sure we’ll stretch this into different expressions going forward.