Unboxing the End of Childhood
Childhood should be a time for children to play, learn, and develop to their full potential. However, nearly one in four children around the world are being robbed of their childhoods, simply because of who they are or where they live.
To bring this crisis to light, Save the Children launched their first annual End of Childhood Report and Index, which evaluated countries based on a number of serious events that threaten children, including violence, early pregnancy, and forced labor.
But the true power of this cause is hard to convey through facts and figures alone. So, Save the Children asked us to lend an emotional face to their campaign.
Turning a content genre on its head
Borrowing the built-in equity of the unboxing-video genre, we flipped the script and created a series of videos featuring three children “unboxing” what they thought were toys; however, each box actually contained an object that reflected a “childhood ender” — a pickaxe (forced labor), a positive pregnancy test (childhood pregnancy), and ammunition (forced conflict). This provocative twist helped us capture authentic emotional reactions from the real kids we cast.
Reaching the world with zero paid media
Our videos launched on International Children’s Day, kicking off with a daylong takeover of Facebook's own “Nonprofits on Facebook” page. The highlight of this takeover was a Facebook Live interview featuring Dr. Jill Biden and Save the Children CEO Carolyn Miles, which included a screening of our hero video. We also tapped into Save the Children’s regional Facebook pages around the globe, arming them with assets – including our videos – to ensure our work had the greatest impact.
Relying solely on organic reach vs paid media dollars, we more than doubled our goals and vastly exceeded our – and our client’s – expectations.
Paid Media Budget