What could be more important?

"What could be more important?" That is the message behind Save the Children Sweden's new creative concept, highlighting the organization's extensive efforts to ensure a safe and secure childhood for all children.

The number of wars has reached its highest level since World War II, and the prevalence of violations against children is at a record high. In 2023, 473 million children lived in conflict zones, according to new estimates from Save the Children. The concept is rooted in Save the Children’s mission to ensure every child’s right to a safe and secure childhood.

The launch campaign includes TV commercials, online and social media ads, OOH, as well as ads on national trains and in newspapers. Every initiative – big or seemingly small – is portrayed as an essential piece of a larger, important puzzle. The visual identity reflects this by placing children at the center, with Save the Children and the message, "What could be more important?", on each side.

The campaign is the first created after Save the Children selected BBDO as its new lead agency in Sweden in spring 2024. The assignment was preceded by a solid strategy process and concept development and is a continuation of the long-term plan for the brand.

“‘What could be more important?’ captures the essence of Save the Children’s mission. It highlights the needs of children as the most fundamental priority – something that transcends everything else. There is much that is important in the world, but ultimately, children must come first,” says Rasmus Tsardakas Renhuldt, copywriter at BBDO.

The commercials were produced in collaboration with Giants & Toys and directed by Ian Isak. Film and still photography was shot by Robin Asselmeyer.