Save the Children

Our Proudest Moments Are Theirs

Agency: Don’t Panic


With over 100 years experience in working with and for children, across 115 countries, Save the Children has witnessed, countless times, the importance of a single moment that can change the course of a child’s life. Through powerful storytelling, London-based independent advertising agency, Don’t Panic brings this narrative to life, following the lives of three children as they progress, reconnect and arrive.

An established organisation, Save the Children, like any NGO, relies upon its supporter base to ensure it can carry out life-changing work. Together with families, supporters and partners, the charity works to help every child get the future they deserve. Making sure that every child has the right to learn, has good food to fuel their bodies and medicine when they're sick. Since 1919 Save the Children has fought for a fairer world for children.

Screened across UK TV and social media, ‘Our Proudest Moments Are Theirs’, tells the story of three protagonists in moments of their own, all facilitated by Save the Children; a baby born in rural Liberia, a young Bangladeshi girl being reunited with her mother and a 9 year old boy going to school for the first time in a Syrian refugee camp. The baby is born with the help of Save the Children trained midwife ‘Alice’; a story based in fact, inspired by the tale of Alice Sumo. Alice, ‘one of the world’s busiest midwives’ who delivered her first baby in a street at gunpoint, in war-torn Liberia. Over the last 28 years, Alice has delivered over 1,000 babies named after her; a whole community, with ages ranging from 30 years to a few weeks old. Alice is portrayed by an actress who, like the real Alice, travels on a motorbike to a rural community to help Lucy through her labour. This story is framed by two others; Ali, a young refugee who attends school run by Save the Children for the first time in a Syrian camp and learns to write his name. And, Milli who is reunited with her mother in Bangladesh, as part of a Save the Children reunification programme, after having been separated for a year.

This professional campaign titled 'Our Proudest Moments Are Theirs' was published in United Kingdom in September, 2023. It was created for the brand: Save the Children, by ad agency: Don’t Panic. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted 7 days ago.


CAMPAIGN: “Our Proudest Moments Are Theirs”

BRAND: Save The Children
Brand Lead // Laura Solomon
Creative Lead // Lucy Titterington
Safeguarding lead & Photographer // Tom Maguire
Head of Brand // Emma Cooke
Director of Brand // Kate Hewitt
Head of Creative Content and Stories // Ivy Lahon
Senior Insight Manager // Maylis Rasmussen

AGENCY // Don’t Panic @dontpanicldn
Founder // Joe Wade
Strategic Partner // Ellie Moore
Strategist // Anna Petrescu
Creative Partner // Rick Dodds
Creative Director // George McCallum
Creative // Katie Richardson
Client Partner // Jane Marshall
Head of Client Services // Georgia Williams
Senior Account Manager // Harriet Alway
Executive Producer // Jennifer Clare Houlihan
Junior Producer // Ani Bosco

Director // Marcus Söderlund
Joint MD // Medb Riordan
Executive Producer // Darapen Vongsa-Nga
Producer // Kishan Patel
Production Manager // Georgia McClure
DOP // Daniel Takacs

Producer // Guy Wilson
Production Manager // Tina Kabuthu
1st AD // Isaya Evans
Focus Puller/ DIT // Ishmael Azeli
2nd AC // Anthony Kariuki
DIT // Meshack Otieno
Sound Recordist // Daniel Chu
Art DIrector // Wanjiku Mbugua
Art Assist #01 // Peter Ngunjiri
Locations Manager // Anthony Rimwah
Unit Manager // Joyce Nyambura
Makeup // Valerie Mdeizi
Gaffer // Paul Atoni
Light Assist // Victor Kamonde
Genny Operator // Anthony Wachira
Set Medic // Humphrey Wachira
Casting DIrector // Isaya Evans
Casting Assistant // Ivy Collette

EDIT // Whitehouse Post
Editor // Ben Canny
Executive Producer // Annabel Bennett
Producer // Ella Sedgwick
Edit Assistant // Steven Waltham
Edit Assistant // Thomas Sheriff
POST // Rascal
Executive Creative Director //Kalle Lundberg
2D Lead // John Thornton
2D // Richard Mckeand
Motion Graphics // Max Williams
Colourist // James Bamford
Sound Designer // Neil Johnson & Izaak Buffin
Executive Producer // Matt Towell
Producer // Stacia Akaba
Colour Producer // Ben Spalding
Sound Producer // Maddy Lebel
Head of Production // James Beck

SOUND // Rascal

Score // Lisa Nordstöm
Bangladesh // Linus Hasselberg
Liberia // Linus Hasselberg
Syria // Christian Olsson
Cast Credits
Milli // Navya Bhakhri
STC Reunification Worker // Pritul Raithatha
Mother // Aseem Sharma
Midwife // Camelyne Imali
Expectant mother // Lucy Sein
Baby // Stephanie Sein

Ali // Hussein Ibrahim

Teacher // Sally Ashmauy

The Breakroom
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