Magazine article Marketing

UNICEF to Run Five-Year 'Put It Right' Push in UK

Magazine article Marketing

UNICEF to Run Five-Year 'Put It Right' Push in UK

Article excerpt

Unicef, the United Nations Children's Fund, is to launch a five-year marketing strategy aimed at encouraging consumers to help protect the wellbeing of children globally.

The 'Put it right' project will promote the right to a healthy childhood, a good standard of education and fair treatment.

An ad campaign supporting the initiative will launch on 8 February, fronted by Unicef UK ambassadors actor Ewan McGregor and entrepreneur Duncan Bannatyne. Its first nationwide ad campaign, the activity aims to raise an initial pounds 55m to help the charity continue its work.

Unicef will also call on UK companies to support the project, and has already secured the backing of several corporate partners, including Barclays, which will flag up the campaign on the home-page of its website.

Unicef is the world's biggest organisation working for children and their rights, with a presence in more than 190 countries.

In 2008, the UN Committee on the Rights of the Child said that the UK government must do more to address rates of child poverty. Unicef, too, has been critical of a lack of attention paid to the problem.

TV ads will feature five children from around the world who have received Unicef's assistance. They will talk about how the charity helped them after their fundamental rights had previously been denied, such as having to miss school or having no clean water. …

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