Children’s charity advertising is not known for its exuberance, but that’s exactly where Don’t Panic’s new social campaign for Save the Children gets its power.

The campaign is built around a montage of children captured on the first day of school, declaring what they want to be when they grow up and holding up signs that state their dream job. Most little middle class kids are full of enthusiasm and optimism about that, and their potential is unquestioned. Don’t Panic has added an upbeat soundtrack anyway.

The campaign is also inviting people to share photos of their child’s first day back at school with the hashtag, #classof16.

It’s timed to coincide with back to school on September 6 and aims to remind people that not all children have the means to go to school to achieve their dream jobs – or create a positive future for themselves. The message is that “a child’s future starts with their very first day of school,” and it stands on Save the Children’s mantra, “Our Vision is a world in which every child attains the right to survival, protection, development and participation.”

Helping children who are missing out on school because of war, conflict or disease to get an education is a core part of what Save the Children does to help children reach their potential.

The campaign is running on Facebook, Instagram and Twitter, and will target young and midlife families with kids starting or going back to school in the UK.

Credits:

Creative agency: Don’t Panic

Creative director: George McCallum

Account managers: Nisha Mullea and Gabriel Mathews

Production company: Great Guns

Producer: Tim Francis

Director: Josh Triggs