UNICEF works for a more equitable world by fighting for the rights of its future: children. They provide long-term humanitarian and developmental assistance to children and mothers in developing countries.
To power their campaign, Softway used content provided by one of UNICEF’s earlier initiatives. South African children, displaced or affected by Boko Haram, were asked to draw what they missed most about home. These drawings were the source of visual inspiration and pathos for the Snapchat campaign.
The campaign started April 12, 2015. Snapchat stories were created and posted over the course of eight days.
Six Snapchat influencers were contracted to create a story each day. The influencers were instructed to select a specific story of a child, based on their drawing, and tell the story behind the drawing and recreate it in their own way.
Each influencer was instructed to include a call-to-action to “Add UNICEF on Snapchat” as well as challenge their followers to submit their own drawings, illustrating what they would most miss about home.