Pack for the Future

Agency: Republic of Everyone


What if a backpack could change the world? To raise awareness of the importance of education for kids, on this World Children’s Day, 20 November 2018.
Around Australia, statues of children wear the blue UNICEF backpack with the message, #PackForTheFuture, to raise awareness of the need to equip every child, everywhere with the education they deserve. In Parramatta, a statue of Sir John Martin – a child whose determination to get an education took him from servant’s son to NSW Premier and Chief Justice of the NSW Supreme Court – wears the backpack as a symbol of the transformative power of education. Even in New York, the famous Fearless Girl wears the #PackForTheFuture backpack to inspire people to stand up for children’s education. By placing the backpacks in the public eye, UNICEF shares its message with the world – that when we equip children with what they need to succeed, we give them hope, allow them to dream, and help them live the best possible futures they can.
The concept of #PackForTheFuture has also been brought to life through a free photography exhibition at the Sydney Opera House, on the Western Broadwalk until 21 November. It features children from 22 countries, from Syria to Somalia, and the Rohingya refugee camps of Bangladesh to the South Pacific. In each photo, the UNICEF backpack is part of their story. Filled with pens, notebooks – and hope – the blue backpack often becomes the most treasured possession these children own.

This professional campaign titled 'Pack for the Future' was published in Australia in November, 2018. It was created for the brand: Unicef, by ad agency: Republic of Everyone. This Experiential medium campaign is related to the Public Interest industry and contains 6 media assets. It was submitted almost 5 years ago.


Advertising Agency: Republic of Everyone, Sydney, Australia
Creative Director: Max Guena
Head of Design: Claire Sutton
Designer: Eva Kiss
Copywriter: Tessa Hewson

Ontario Government


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.