Save the Children Sweden

My First Words

Agency: Uncle Unicorn


Save the children releases a picture book that should never have existed. Today, every sixth child lives in a conflict zone, an increase by 75% since the 90's.
A fact that the Save the Children Sweden wanted to make decision makers and the general public aware of. So, we made a picture book for the children of war. Not for them to read or use, but for us to understand their world.
At first glance the book looked like any other picture book, but we filled the pages with objects that children in conflict zones has to face on a daily basis.
Our key insight and the harsh reality is this: people have become too good at turning the blind eye. Showing photos and films where children are suffering just isn't enough anymore. That’s why we focused on creating pictures in people’s head by comparing our kid’s lives with the reality in conflict zones.

This professional campaign titled 'My First Words' was published in Sweden in April, 2018. It was created for the brand: Save the Children Sweden, by ad agency: Uncle Unicorn. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted almost 6 years ago.


Advertising Agency: Uncle Unicorn, Gothenburg, Sweden
Creative Director / Art Director: Markus Lindsjö
Art Director: Jakob Eriksson
Copywriter: Niklas Moberg
Illustrator: Mikael Selin Design Studio
Photographers: Stefan Olsson

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