Throughout the world, people are being told to wash their hands frequently, stay home and maintain a CovidSafe distance from one another so that they are not at risk from Covid. For millions, including children, these imperatives are impossible to obey. They have no access to clean water, have no home and/or have to cluster together.

Millions of children live with conditions – hunger, poverty, war, lack of sanitation – that put them at risk long before Covid arrived. They face even greater risk now.

UK creative agency, Impero, and UNICEF have created a campaign called Save Generation Covid that raises awareness about these “pre-existing conditions” that threaten the lives of children.

The campaign is running outdoor across London, supported in social media with Instagram and Facebook in-feed and stories.

At the same time, UNICEF and VaynerMedia London are running a global fundraising campaign to combat Covid, built around Bob Marley’s famous hit song, One Love, and a TikTok challenge.

For the campaign, One Love has been reimagined by Tuff Gong International and Amplified Music and the TikTok challenge invites users to share a video of their One Love to the tune of Bob Marley’s classic record and then nominate five friends to do the same and give US$5 each to UNICEF.

The money raised from One Love will help UNICEF respond to immediate needs by providing soap, masks, gloves, hygiene kits, protective equipment and life-saving information for children and families; back near term recovery efforts, including by supporting education, protection and healthcare systems; as well as wider UNICEF work to reimagine a fairer, more just world for children.

UNICEF has also partnered with jewellery brand, Pandora, which will match #OneLoveChallenge campaign donations up to $1m.

https://youtu.be/E3Nrq3EHewo