Last week, Isobar Brasil, a Dentsu Aegis Network agency released Unicef’s (Fundo das Nações Unidas para a Infância) new campaign.
The campaign’s theme #AntesQueSejaTarde (#BeforeitstoLate) aims to raise people awareness about the situation of vulnerability that millions of kids and teenagers live, in Brazil and around the world, and enlist people to donate.
The main campaign piece is a movie stared by kids from brazilian comunities chanting “Epitáfio” (“Epitaph”), a song from a brazilian Rock band named Titãs -– who gave the copyright song especially to Unicef. In the movie, people are requested to contribute with donations.
Unicef_Epitaph from Erick Moneró on Vimeo.
The video, produced by Isobar in partnership with Drive Filmes, can be seen in digital environment, Unicef oficial pages and social network.
According to Wim Desmendt, Resource Mobilization Manager of Unicef Brasil, the purpose of the campaign is to change the life of the kids that are socially vulnerable, “it doesn’t matter the situation, if it’s an armed conflict, if it’s in Amazônia countryside, in a small semi-arid city or in the suburb of a big brazilian city”, notes Desmendt.
#AntesQueSejaTarde was created pro-bono by Isobar.
DIVERGE talked to Mateus Braga, Isobar executive creative director to find out more:
Mateus Braga
Where did this idea for the campaign came from?
The idea came from the answer for the question: “If we don’t act to help these children in need, what is going to happen with them?”
The answer is as obvious as it is outrageous: They will die.
So we decided to bring the children’s epitaph as the maximum symbol and result of the indifference they suffer every day.
Why is it significant?
Luckily, we have in Brazil a very well known song called “Epitaph”, from the famous band “Titãs”, who kindly gave the copyright song for the campaign.
The lyrics talk about the things someone (and each of us) should have done in his life before dying. Now take that from the perspective of young children and you have a visceral portrait of the hopeless condition in which many of them live today.
The best argument is always the truth. So it is very significant to show the reality of millions of children around the world in such an impactful way and try to change this situation.
What do you hope to achieve from this campaign?
The campaign is totally aimed at donations.
We wanted people to get to know the reality of children in need in the first place, because this is the motivation for them to take an attitude.
This was a very emotional piece, how difficult was it to film?
The film was shot in a Brazilian slum, and all the characters are kids from theregion. So it was really hard for us to find ourselves immersed in a completely different world, where dreams are born-killed and the human and hygienic conditions are regrettable.
We could feel the sadness in their eyes and the connection with them made us feel heartbroken, many times with soaked eyes.
It’s hard to face a reality like this, but in the end we all felt very pleased an honored to be part of a movement to help change this situation.
Additional thoughts?
Please donate for Unicef Brasil and change the poor brazilian kids’ live.
