Campaign Summary
2018 marked one of the worst years on record for the official number of children killed in conflict zones. The problem is that shocking statistics don't generate much shock anymore. Numbers just leave us feeling numb.
UNICEF set out to depict the number of children killed in a way that had never before been attempted, just as children in North America were heading back to school and as world leaders converged from every corner of the planet.
The idea - 3,758 backpacks. Each one represented a child killed in conflict.
Marketing Context
This was a first time, one-off...