Save the Children has kicked off a new global campaign with a gritty TV ad that is shot entirely from the point of view of its aid workers.
Created by Adam&Eve/DDB London and directed by HLA's Simon Ratigan, the spot was filmed in locations including Jordan, Mexico, Bangladesh, Kenya and an emergency treatment center for Ebola in Sierra Leone. The camera follows aid workers, or is shot from their eye view, showing the treacherous journeys they take to reach the children in war-torn countries, the kids they find when they reach them, and the aid they give, from giving them food and water to prosthetic limbs, teaching them and simply showing them kindness and giving hugs.
Tanya Steele, Chief Executive, Save the Children, said in a statement: "By offering a first-person perspective on the work we do, we are putting the viewers in our shoes and demonstrating what life is like for Save the Children staff. We work in the toughest places at the toughest times and we will do whatever it takes to reach the world's most vulnerable children to ensure that millions of the hardest-to-reach children get an equal opportunity to survive and thrive."
The new three-year campaign is being launched with a new Save the Children report, titled "Every Last Child," that warns while progress has been made in reaching the world's poorest children, those from discriminated groups are consistently overlooked, despite being the most at risk.