Fuel Your Imagination

Save the Children campaign shows that each moment matters

The campaign uses compelling narrative to bring to life the important work of the charity

Jeevan Georgina Hammond

Editorial Assistant Creativebrief


In a new campaign Save the Children brings to life the importance of a single moment to demonstrate how each and every moment can change the course of a child’s life.

The campaign, which has been created with the help of agency, Don’t Panic, demonstrates the breadth of work that Save the Children does for children of all ages, all around the globe. Through a story-driven creative campaign, the charity uses the power of narrative to help garner support and improve public understanding of their work.

Save the Children began their work in 1919. Since then, the charity has worked to improve the lives of children across 115 countries by making education, food, and medicine accessible to children who need it.

The latest campaign entitled, ‘Our Proudest Moments Are Theirs’, is intended to emphasise that its efforts are part of a wider development journey; happening all the time and not just in emergencies. George McCallum, Creative Director of Don’t Panic, explained that they “want people to see Save the Children for what it is - a collaborator - offering tailored, compassionate and impactful support, regardless of where it might be needed”.

He continues: “The organisation doesn't just ride in when disaster strikes. It is there for all the moments, big and small. For this campaign we focussed on those moments; things that change the course of children’s lives”.

In the film, audiences are shown three different stories. The first is a mother going into labour at 4:57 AM, in Liberia. The second is a child on her way to be reunited with her mother in Bangladesh, at 3:42 PM and the third is a boy attending school in Syria, at 9:04 AM.

The organisation doesn't just ride in when disaster strikes. It is there for all the moments, big and small.

George McCallum, Creative Director of Don’t Panic

A midwife, Alice, from Save the Children drives in the dark night to attend to the mother, Lucy, in rural Liberia. Upon entering her house, she calms her, saying “I’m here”. Alice is a character based on a real-life midwife, Alice Sumo. Sumo has been deemed “one of the world’s busiest midwives”, having delivered over 1,000 babies in her 28 years of working. Her first, she delivered in war-torn Liberia, in a street at gunpoint.

Between the character Alice arriving and Lucy’s baby being born, audiences follow Milli and Ali. Milli is a young Bangladeshi girl who has been separated from her mother for a year. Accompanied by a Save the Children worker, she is reunited with her family. Milli’s story is part of Save the Children’s reunification programme.

Meanwhile in Syria, 9-year-old Ali is a refugee attending a school in a Syrian camp for the first time. The school is run by Save the Children. Ali goes from seeming nervous at the start to learning how to write his name and proudly showing his teacher.

The film closes in daylight, with Lucy’s newborn baby handed to her by her midwife, Alice. ‘Our Proudest Moments Are Theirs’ illustrates all the ways that the charity is changing children’s lives, all the time. The various time stamps are shown to signify the charity’s work around the clock and highlight the importance an individual moment can have on a life.

“Moving the audience away from the misconception that Save the Children only responds in emergencies, the campaign highlights its purpose for children, every minute, every day, all around the world,” explained Kate Hewitt, Director of Brand & Creative of Save the Children UK.

Ending on a scene of help and of hope, the hero film encapsulates how Save the Children is changing lives for the better. From the very first day of life, to a first day of school or a long-awaited reunion, Don’t Panic uses touching stories to bring Save the Children’s work to life.

The hero film has appeared on Channel 4, ITV and satellite and digital stations. A social campaign was launched alongside. Media has been featured on Facebook, Instagram, and Twitter, organised by EssenceMediaCom.

The campaign makes use of heartfelt, compelling narratives to challenge perceptions of the charity and its purpose, raising awareness for its cause, and garnering support so that they can continue to help in the moments that matter.

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