An estimate 249 million children under five in low- and middle-income countries are at an increased risk of poor development, due to extreme poverty and stunting. Our mission from UNICEF and H&M Foundation was to highlight the importance of Early Childhood Development in a global creative campaign.
Millions of children don’t reach their full learning capacity. What happens in a child’s brain at a young age sets the potential for the rest of their lives. What if we could create a symbol as raise awerness about the question and at the same time help kids to develop through different stage of interactivity?
We created the first digital jacket that evolves with a child’s brain. The jacket revealed different cognitive games as it evolves with the child’s age. On www.theuniform.org, adults and children could interact with the UNI_FORM and at the same time support the right for every child to get the best start in life.
The importance of Early Childhood Development got worldwide attention. Our campaign reached more than 100 million people through traditional and social media. The jacket was demonstrated at a blog event. The shares and engagement (retweets, shares, likes, link clicks and reactions) was over 79 000 and when the campaign was finished the film had over 560 000 views.