SantaMonica, Calif., April 24, 2019 – To urge more parents to vaccinate their children, UNICEF is launching a new #VaccinesWork digital, social, outdoor and print campaign.
Created by ad agency RPA, the campaign, which features a 60-second animated film, “Dangers,” along with illustrated animations for social media posts and posters, will be released during World Immunization Week, which runs every year from April 24 to 30.
“Dangers” is based on the relatable insight that kids, by their very nature, are little daredevils who are constantly putting themselves in danger. While we can’t prevent all the dangers that kids get themselves into, vaccination can help prevent the dangers that get into our kids.
The storybook video format is a perfect fit both for speaking to parents and parents-to-be and for adding a lightheartedness to a collection of dangerous situations. The film was illustrated and animated by LOBO director Mateus de Paula Santos in São Paulo, Brazil, using a combination of 2-D and 3-D animation.
The static and animated posters that live alongside the film provide another interpretation of kids facing danger. Here, kids arein aspirational roles with clear and logical antagonists. For example, one poster features a kid as an astronaut with an oversized arm administering the vaccine, providing a metaphorical barrier. Smart, but also simple enough to be immediately understood around the world.
The kids featured in the six posters represent a range of ethnicities to reflect the global nature of the campaign. To build upon this inclusivity, each of the six illustrations were created by a different illustrator to showcase a collection of artistic styles.
“Today, vaccines save more than five lives every minute of every day,” said Robin Nandy, UNICEF’s Chief of Immunization. “We hope that this video can help parents to appreciate the power of vaccines. We want parents to know that vaccines are safe and that they can protect children against many deadly diseases.”
The work — videos, animated posters and stickers, static graphics and posters — are being translated into many languages, includingFrench, Spanish, Arabic, Chinese, Russian, Ukrainian, Hindi, Urdu, Tagalog and Romanian for worldwide distribution. Posts on Facebook, Instagram and Twitter will reach parents across the world.
“It’s an incredible opportunity to help parents, no matter where they live or their circumstances, to understand the benefits of vaccinations. We hope that this captivating new work will prompt parents to keep their kids safe,” said Jason Sperling, SVP/Chief, Creative Development at RPA.
Every year, UNICEF supplies vaccines reaching almost half of the world’s children. In 2018 UNICEF procured over 2.35 billion doses of vaccines.
RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency whose mission is to create ideas and experiences that put“People First,” within a culture that empowers individuals and teams. RPA has a proven track record of building brands while building businesses into positions of category leadership, and has been rewarded with many long-term client relationships because of it. RPA’s client list includes American Honda, ampm, Apartments.com, ARCO, CoStar Group, Farmers Insurance Group, La-Z-Boy and Southwest Airlines. For more information, visit http://www.rpa.com.
We are LOBO, a creative studio dedicated to moving images. Our expertise covers abroad range of media and techniques, like 2D animation, stop motion, 3D, VFX and live action. Grounded in state-of-the-art facilities and an experienced team of directors, our studio is ready to turn your stories into films.
Founded in 1994 by Nando Cohen and Mateus de Paula Santos while they were still in college, LOBO immediately stood out for its bold style and innovative visual language. We soon grew into one of the major players among the top ad agencies,TV networks and film studios in Brazil. It wasn’t long before we expanded our structure to cater to markets all across Latin America, Europe and the USA, raking in plenty of awards along the way from institutions like D&AD, TheOne Show, Cannes Lions and the Art Directors Club, to name just a few.
To make our North American ties even stronger we opened a satellite office in NYC under the Creative Direction of Guilherme Marcondes, a member of the original LOBO roster who is now back into the fold after a successful solo run in the US that included work for clients such as British Gas, Google, Hyundai, Audi andPepsi.
UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. Across 190 countries and territories, we work for every child, everywhere, to build a better world for everyone. For more information about UNICEF and its work for children, visit www.unicef.org. Follow UNICEF on Twitter and Facebook.
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