UNICEF
Displaced children seen as potential, through the lens of gaming.
Using the language and culture of gaming, this UNICEF campaign reframed displaced and migrant children as positive potential to nurture, not helpless stories.
the challenge
Drive new types of engagement with UNICEF and the children they help in the face of increasing issue fatigue and negativity. Through using gaming, open a new perspective and avenue on the charity’s cause driven work.
the strategic choice
Tap into the unlimited potential in gaming to show how UNICEF’s work aims to help reimagine displaced or migrant children’s lives in the same way we think of game characters.
my contribution
Head of Strategy at VaynerMedia EMEA.
what changed
The insight
In games anything can happen and we can try to be whoever we want to be. However, for many displaced or migrant children, the opposite is true. Potential is limited and their futures are at risk, which UNICEF works to preserve. We all game, but we don’t look at the world through the lens of the games we play. Often, we think of migrant children as helpless.
The strategy
Drive charitably engaged consumers to see migrant and displaced children differently, not as a negative story to avoid, but as positive potential to be nurtured. Use the language and culture of gaming to tell the story of children UNICEF aims to help in new, interesting ways through targeted digital campaigns.
The work
