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UNICEF Yemen · 2022-2023

Education Is Life

Client

UNICEF Yemen

Type

Social media campaign

Year

2022-2023

Reach

27M people

Team

Chris K., Nadine A., Philippa Y., Jad A., Evelyn N. and Cynthia-ël H

About

Half a world from the war, we set out to make young Europe stop scrolling for the children of Yemen.

A 6-month social media campaign designed to engage and educate Gen-Zs in the EU on the importance of education in emergencies, specifically within the context of Yemen.

UNICEF works in Yemen to protect children caught in one of the world's worst humanitarian crises, keeping schools open and learning alive even through conflict and displacement.

A campaign graphic showing a close-up of a boy's eyes, overlaid with the word 'GROW' in orange text and a blue silhouette shape.

A campaign graphic showing a smiling girl outdoors behind a translucent blue overlay, with the words 'PLAY &' in maroon text.

A campaign graphic reading 'The EU supports UNICEF in helping children in Yemen to LEARN,' in maroon text on a blue background.

A UNICEF campaign graphic reading 'Every child deserves the right to education,' in white text on a blue background.

A collaged image of a child in a yellow raincoat inside a damaged room with a broken window, overlaid with blue and yellow graphic shapes.

A campaign graphic reading 'Education is not a privilege,' overlaid on a photo of a child beside a rubble-strewn, war-damaged room.

The Challenge

Reach 14 million Gen-Zs in the EU with the story of education in emergencies.

Our Solution

The centrepiece

We created and ran a six-month campaign with an original campaign film as its centrepiece.

The amplification

Our partnerships team brought in UNICEF's global channels, over 11 million followers, to co-post the film and boost organic reach.

The result

From there, our paid-media team ran an advertising strategy that carried the work far past the original goal of 14 million people.

The campaign, by the numbers.

0M

Target reach set with UNICEF at the outset

0M

People reached, almost double the goal

0M

Impressions across all platforms

0K

Reactions from the audience

One creative film at the centre of the campaign, then cut down for the feeds where the audience actually lives.

A UNICEF campaign graphic reading '#EducationIsAgency' over a yellow ribbon-shaped graphic on a white background.

A UNICEF campaign graphic with the Arabic text for 'Education' and 'Agency' in maroon script on a white background.

A photo of a girl in a white headscarf and glasses writing at her desk in a classroom, with classmates seated behind her.

A photo of two girls in white headscarves at their classroom desks, one resting her head on her hand, partly obscured by a yellow graphic swipe.

A campaign graphic reading 'The worst humanitarian crisis' in white text inside a maroon ring on a blue background.

A campaign graphic reading 'The humanitarian crisis in Yemen remains the worst in the world,' with the hashtag #EducationIsAgency, over a blue and yellow abstract shape.

A campaign statistic graphic reading '12.2 million children in need of some form of humanitarian or protection assistance,' with the hashtag #EducationIsAgency, on an orange background.

A campaign statistic graphic reading 'Out of an estimated 7.8 million children (6 to 17 years old), at least two million children remain out of school,' with the hashtag #EducationIsAgency, on a maroon and blue background.

UNDP | Nature for Life Equator Prize

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