The Childhood Challenge

Creating a digital movement for UNICEF to encourage influencers to share snaps of their own childhood on Instagram and Facebook and donate the age of themselves in the picture to UNICEF.

Children are the invisible victims of the COVID-19 aftermath, most vulnerable to the aftershocks. Without UNICEF’s help an additional 6,000 children could die every day over the next 6 months. 

UNICEF urgently needs donations to protect the childhood of vulnerable children around the world by continuing to provide education, child protection, health, nutrition and sanitation in a post COVID-19 world.

For this project I worked with creatives Becky Cartey and Judith Gruntjes, who had pitched the idea of a social-challenge to UNICEF: The social campaign aimed to encourage influencers to share snaps of their own childhood on Instagram and Facebook and donate the age of themselves in the picture to UNICEF. The goal was for the campaign to snowball, with more people taking part, and gather both awareness and much needed funds of the work that UNICEF are doing right now.

UNICEF needed a design and art direction that would encompass the throw-back, retro vibe of the campaign. The challenge was to create a design language that would work across all digital platforms as well as various languages.

I created a retro-inspired design language that drew from the icons of vintage photography: The classic negative film strip and the canister. These illustrations formed the visuals of the campaign, with a subdued colour palette designed to evoke nostalgic feelings.

In particular these assets had to work over photography as a set of stickers on Instagram stories, and many of them were also animated to provide small, eye-catching movements.