To make facts and figures in the End of Childhood Report more relatable, we developed a video series. Borrowing the built-in equity and global appeal of the unboxing-video genre, we flipped the script and had three children “unbox” what they thought were toys. However, each box actually contained an object which reflected a threat to childhood, contrasting our expectations with the harsh reality facing millions of children around the world. This provocative twist helped us garner authentic reactions from the real kids we cast and convey our message in a powerful way.

With its global relevance and emotional resonance, we decided to launch the campaign on International Children’s Day.

• Hosted a takeover of the “Nonprofits on Facebook” page

• Held a Facebook Live interview featuring Dr. Jill Biden and Save the Children CEO Carolyn Miles, which included a screening of our hero video

• Launched our videos on Save the Children’s regional Facebook pages around the globe, enabling them to act as our worldwide syndication network

• Created supporting social assets to help sustain the campaign over the subsequent weeks

• 2.3+ Million Views

• 36 Countries Reached

• 250K Unique Engagements

• 2000+ Media Placements