Saatchi & Saatchi London reminds people that Syria’s cold children need warm hearts

Can you imagine what it’s like for a child in a refugee camp in Syria as winter approaches? Saatchi & Saatchi London and UNICEF UK want you to know what it’s like.

The pair have collaborated on a special project, #ItBeginsWithABlanket, raise awareness about the struggles that Syrian children are facing right now after nearly six years of war as well as encouraging donations to UNICEF UK.

The campaign film follows the journey of Yana, a nine year-old girl living in a refugee camp who is looking for and collecting childhood objects, including clothes, boots and a teddy bear.

But she is not looking for playthings, clothing or keepsakes. She uses everything she has found to build a fire.

“In a life where warmth is just as essential as human comfort, even her teddy bear ends up in the flames,” Saatchi & Saatchi noted.

Ultimately, a blanket provided by UNICEF gives Yana the warmth she has been craving. The titles that follow read: Syria’s children need so much. But first they need warmth.

The blanked represents one simple but effective solution to the humanitarian crisis affecting Syrian children. It is only the beginning of the help that is needed but it is an important one.

Lily Caprani, deputy executive director at UNICEF UK commented, “Over eight million children have been affected by the conflict in Syria and are in terrible danger. So many have lost their school, their home, their friends, even their family, and they now face a bitter winter in dire conditions. We hope this film really brings home the plight of these children, not least the effect of plummeting temperatures as the winter kicks in. Yet we aim to leave our audiences with a message of hope that UNICEF is helping to keep children safe.”

The 90 second film will run on YouTube and be shown at a number of events including the Hogmanay festival. 60, 30 and 20 second cut downs will be promoted across Facebook, Twitter and Instagram using the film’s hashtag, #ItBeginsWithABlanket.

UNICEF is one of the few humanitarian organisations working to protect children in Syria and across the region providing blankets, clean water and medicine. UNICEF donations may be made on its website.