Univerbal - "Let Us Change The Lessons – social 9/9"

Mendeleiev

Mendeleiev Paris, France

2986

This ad is part of the ACT Responsible Collection

Brand: Univerbal
Country: France

Advertiser: Univerbal

Title	Let Us Change The Lessons – social 9/9
Agency	Mendeleiev
Campaign	Soldats Dernière Classe
Advertiser	Univerbal
Brand	Univerbal
Date of First Broadcast/Publication	2014 / 11
Business Sector	Human Rights
Tagline	"For thousands of children in the world, the only school they know, is war".
Story	More than 250.000 children are still enroled as soldiers in the world nowdays. Univerbal comes up here with a different angle, breaking the distance with the phenomena, in order to speak and touch the western audience by diverting the traditional photo class codes. Here in this video, a warlord is standing there in front of children sitting and learning how to make war. Highlighting the fact that child soldiers remain normalchildren but to whom we're not learning mathematics or arts, but war.
Philosophy	"For thousands of children in the world, the only school they know, is war". That's the claim of this crossmedia campaign raising awarness of child soldiers situation. The whole concept of the campaign is based on the duality between here and there. Demonstrate that the curriculum of thousands of children is not one of our children. We decided to replace the teacher by the warlord, true school of war master. What at first shock is the presence of children in a normal educational situation except that the teacher is no longer the one we usually see, the warlord replaced him.
Problem	Lots of campaign has been done in the past around child soldiers cause. Univerbal wanted to speak in a diffrent way. To do something a little bit more unusual than displaying real child soldiers in combat or something dark. The other strain imposed was to distill the concept of curriculum, when a law on the change of school curriculums in France would hold the attention of the press Furthermore, as Univerbal is not one of the big NGO in France, they needed to push the audience to their landing page to make a donation and help them raise money for their last project “The New Seed”
Result	PRINT : More than 20 free press ads have been published around the Universal Children's Day TV : An estimated volume of 120K€ has been obtained on freemedia spaces WEB : Lots of big communities and medias in France such as Metro, Le Monde, Golem, Kobini, Fubiz relayed the social media mechanism with the hashtag #changeonsleprogramme Univerbal recorded an increase of more than +400% on their social networks and an increase of donations on the partners crowdfunding platform kisskissbankbank
Media Type	Print
Length	30 seconds
Soundtrack	Matthieu Kassovitz's voiceover
More Information	www.univerbal.org
Strategic Planner	guillaume CANTON
Production Manager	Romain Guittet
Art Director	Thomas Czarnecki
Photographer	Thomas Czarnecki
Copywriter	Florian Dupré
Director	Gregory Florent