UNICEF: Backpack Graveyard

The United Nations Children's Fund used an installation at the North American UN Headquarters to drive awareness and engagement globally.

Campaign details

Brand: UNICEF Brand owner: UNICEF Agency: In house Market: North America Industries: Charities & voluntary organisations Media channels: Other & ambient media, Public relations Budget: No budget

Executive summary

2018 marked one of the worst years on record for the official number of children killed in conflict zones. The problem is that shocking statistics don't generate much shock any more: numbers just leave people feeling numb.