UNICEF: The Silence
Break the Silence Against Violence.
More often that not victims of violence are overcome with fear and guilt and chose silence as their coping mechanism instead of sharing their stories. However, super heroes made any task feel less daunting for kids especially if the super hero were a creation of the child's own imagination. We knew we were talking to a generation of activists — Gen Z kids are action-orientated — and when shown the way, they would make strong advocates for systemic change. We launched a comic contest in schools around the world to unite kids to stand up for their peers and spread awareness about violence in schools. The task was simple: submit your super hero and defeat the super villain, The Silence.
Role - Lead Creative Strategist, VMLY&R
Developed the creative brief that informed the campaign idea.
Shaped a 360 marketing program to bring the idea to life across social media, OOH, paid media and influencers.
Partnered with UNICEF teams to execute the comic contest with the goal of increasing engagement from schools, parents and children around the world.