Into an ocean of “help them” sameness in donation campaigns comes a strikingly new idea – Change the world. Start with a child. It taps into a need that’s not a thousand miles away in a foreign country. It taps into a need we all feel now. It gives an answer for solving global problems when people are feeling powerless. The campaign commercial, directed by MJZ director, Henry Hobson, shows that every child carries the potential to help build a more hopeful future.
The stroke of cleverness comes from TBWA\NEBOKO for Save the Children. Change the world. Start with a child is calling on the public to become donors and contribute to sustainable, lasting change.
Recent research conducted by FactSnapp (part of PanelWizard) confirms the sentiment. More than 70% of Dutch people feel powerless about global challenges, while nearly 40% say they want to help but don’t know where to start.
Pim Kraan, managing director, Save the Children Netherlands, commented, “Many people know our name, but fewer know exactly what we do. Every day, we work to support children in need—not only helping them now, but giving them a future in which they can reach their full potential.”
Doug Fridlund, associate creative director at TBWA\NEBOKO, added, “People are inundated with bad news every day. That constant stream of distress often breeds helplessness—you don’t know where to begin. That’s why we don’t portray children as victims, but as Save the Children sees them: full of potential. If you help a child now, it has a lasting impact. Thanks to our extraordinary partnership with MJZ, we were able to powerfully capture that message.”
The campaign kickstarts a new brand platform designed to make Save the Children recognisable and consistent across all communications. The central message, “Start with a child,” will return in future campaigns. The campaign will run across TVC (50” and 30”), cinema, OLV, DOOH, social, and display.
Credits
Client: Save the Children Netherlands
Agency: TBWA\NEBOKO
Media Agency: Hearts & Science (Omnicom Media Group)
Production (Agency): MAKE by TBWA\NEBOKO
Production Company: MJZ
Director: Henry Hobson
Executive Producer: Lindsay Turnham
Head of Production: Lucy Jones
Production Manager: Spike Elwood
First Assistant Director: William Booker
Director of Photography: Stephen Dunn
Production Designer: Sean Hogan
Wardrobe Stylist & Makeup Designer: Emily Newson
Edit: Work Editorial & MAKE by TBWA\NEBOKO
Editor: Stephen Dunne
Grade: RASCAL
Colourist: James Bamford
Online: Framestore
Sound: MAKE Sound
Music: MassiveMusic
