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 generate empathy and awareness of this epidemic, 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.
The Report was released on a custom microsite – EndofChilhood.org – where people could download the Index, see where their countries ranked, and take action to make a difference.
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
Along with the End of Childhood Report, we also developed a unique video series to bring awareness to the cause. Borrowing the built-in equity of the unboxing 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.
But since we were targeting a global audience, we wanted our content to feel native and natural to the viewers. So, while there was a single compilation video, we also had three individual videos each in a different language (English, Spanish, and Mandarin).
Reaching the world with zero paid media
We launched it all on International Children’s Day, arranging a daylong takeover of Facebook's own “Nonprofits on Facebook” page. The highlight of this takeover was a Facebook Live video featuring Dr. Jill Biden and Save the Children CEO Carolyn Miles, which we produced at Facebook’s New York office. While we were live, we played our unboxing video to maximize impact and viewership. We also tapped into Save the Children’s regional Facebook pages around the globe, arming them with assets – including our individual videos – enabling them to act as our worldwide syndication network.
Relying solely on organic reach vs paid media dollars, we more than doubled our goals and vastly exceeded our – and our client’s – expectations.
The campaign also secured coverage in Fast Company, HuffPo, Salon, NBC News and trades including Campaign and O’Dwyers. The End of Childhood report garnered additional coverage globally in outlets like Reuters, Yahoo News, New York Newsday, Daily News, and CNN.com where Dr. Jill Biden gave a guest POV.
Paid Media Budget