UNICEF AUSTRALIA
A campaign on the two sides of supporting children in crisis – emergency relief and long term recovery.
THE CHALLENGE
Christmas appeals are a crucial part of the annual fundraising calendar for humanitarian organisations. UNICEF approached us to develop creative that could work effectively across both direct mail (DM) and digital channels. At the time of the campaign, and still, the situation facing children in crisis is extremely severe. In regions such as Gaza and Sudan, children are living through unimaginable conditions, with many displaced from their homes, separated from normal routines, and struggling to access basic necessities such as food, safety, and healthcare.
UNICEF’s goal was to communicate that they are there for every child, not only responding to urgent needs in moments of crisis but also supporting long-term recovery. The campaign needed to convey both the immediate humanitarian response and UNICEF’s ongoing commitment to helping children and families rebuild their lives.
THE SOLUTION
The headline From Survival to Safety captured the campaign’s central tension—expressing both the urgency of children’s immediate needs and the hopeful future donor support could help create. It became the thematic anchor for the campaign.
To bring authenticity and emotional impact, we used direct quotes from children to amplify their voices and lived experiences. Nothing communicates the reality of crisis more powerfully than their own words: “I miss my home, my toys, my bed. We use to eat three meals a day now we eat one.” These words remind us of the human stories behind the statistics, while the campaign also shows moments of optimism with families beginning to reclaim stability and hope with UNICEF’s support.
Visually, the campaign combined typography and photography in an integrated way. Rather than relying on the typical single-image-and-headline approach, type and imagery were layered to create a more distinctive composition, allowing children’s words to become part of the storytelling across both DM and digital environments.
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