unicef: make 18 campaign

The challenge

Compete against young creatives in the best healthcare agencies in the world to help Unicef 'save the lives of millions of children dying from preventable diseases', as part of the Young Lions Health Award 2015.

The solution

A social campaign based around the number 18 - the number of days during which newborns are most vulnerable and the number of years it takes to survive childhood. Participants would be encouraged to share photos of themselves at 18 and donate in multiples of 18, reinforcing the brand and creating a physical 'yearbook' that could be sold to raise even more money.

The result

Our campaign made the worldwide shortlist of 18 entries, and was one of just four from the UK. The jury that put it there included top dogs from Unicef, Unilever, leading healthcare agencies, and the one and only Sir Roger Moore.