Mandela: The face of Unicef adverts

Nelson Mandela is to appear in a R2-billion advertising campaign for the United Nations Children’s Fund (Unicef) to be directed by Steven Spielberg. The pair will collaborate on the project, which aims to push children’s rights to the top of the agenda ahead of a UN report next year.

The campaign will be run by the London- based advertising agency, TBWA, which won the account over M&C Saatchi New York. A representative for Unicef in New York said that a deal was expected to be finalised next week. The campaign is intended to develop a coherent brand for Unicef, including an international campaign targeting corporations, governments and young people. It will aim to change attitudes among industry and government leaders. The organisation hopes to galvanise support from academic bodies, charities and industry for the project, which is known internally as the Global Movement for Children.

At the time of TBWA’s appointment in March, Corinne Wood, head of communications at Unicef, said: “TBWA has demonstrated an acute understanding of the brief as well as an ability to challenge perspectives on children’s issues and proven experience of repositioning global brands.”

Subscribe to the M&G

These are unprecedented times, and the role of media to tell and record the story of South Africa as it develops is more important than ever.

The Mail & Guardian is a proud news publisher with roots stretching back 35 years, and we’ve survived right from day one thanks to the support of readers who value fiercely independent journalism that is beholden to no-one. To help us continue for another 35 future years with the same proud values, please consider taking out a subscription.

Related stories

IOC officials deny backing off on Tibet

Senior Olympic officials denied bowing to Chinese government pressure this week after an influential International Olympic Committee (IOC) body watered down calls for Beijing to find a negotiated solution to the conflict in Tibet. Beijing is determined to press ahead despite the disastrous reception the torch has received so far.

press releases

Loading latest Press Releases…

The best local and international journalism

handpicked and in your inbox every weekday