New Old News
client
UNICEF
campaigN
New Old News
BRAND
UNICEF
services
Data Intelligence
Content
Influencer Management
Social
Brand Strategy
Production
Consultancy
Brand Experience
PR Strategy
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Challenge
Due to the COVID-19 pandemic, 75 million children worldwide had fallen three years behind in their vaccination schedules, and diseases we thought were eradicated (such as polio, diphtheria, and measles) were reemerging.
It was urgent to act quickly and pressure governments to catch up on vaccinations, thus saving children and eradicating these diseases once and for all.
Solution
We sought a simple yet impactful way to communicate the brief. The core idea came from the fact that old diseases were resurfacing. We developed the concept of intertwining old news with current events.
After researching hundreds of historical news reports, both in print and television from various countries, we had enough material to draw parallels with modern-day news. This clearly communicated our concept: “News from the Past is Coming Back.” The campaign was replicated in numerous countries and shared by thousands, including celebrities like David Beckham and Bill Gates.
