Put it Right was a campaign created to help reposition UNICEF as a rights-based organisation. Here are the two DRTV ads from the campaign.
In moving to a rights based approach, we needed to take a slightly different approach to charity TV. We didn’t want the featured children to be objectified, or their misery to be manipulated or fictionalised for donations. We wanted to show respect for them and reality of their situation, or else UNICEF ran the risk of not practising what they were paying us to preach.
The ads were directed by Adrian Moat, edited by James Rosen and accompanied by by below-the-line and ambient materials.
We let the footage breathe by using our voice over (Ewan McGregor) sparingly and focusing on the power of the edit. This allowed the human dignity of the children to shine through, even in these appalling situations.
Agency: Rapp