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.”