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Policy advocacy and partnerships for children's rights

Team Saatchi and UNICEF celebrate 18 years of children’s rights with new ad

© UNICEF/HQ07-0965/Asselin
Children in a classroom in Kotonli, in the Northern Region of Ghana; they are part of the first generation to grow up under the protection of the Convention n the Rights of the Child.

By Saira Saeed Khan

The Convention on the Rights of the Child was ratified 18 years ago, on 20 November 1989. For  this landmark anniversary, UNICEF has launched the ‘CRC@18’ campaign to raise awareness about child rights and the impact of the Convention. Here is one in a series of related stories.

NEW YORK, USA, 14 November 2007 – An entire generation of children has now lived its full 18 years of life under the protection of the CRC.

To help celebrate this momentous occasion, Team Saatchi – an internationally recognized ad agency – offered to create a pro bono print advertisement for UNICEF. In a coordinated release, the ad will be published in newspapers around the world to further highlight the issue of children’s rights on the CRC anniversary date, 20 November.

Making a difference for children

“We wanted to produce effective work that would translate well for the global audience,” said Team Saatchi London account manager Tom Sussman.

© UNICEF/2007
Ad created by Team Saatchi for UNICEF and the ‘CRC@18’ campaign.

“We were passionate about creating an ad that would not only enable an understanding of what the CRC meant but also how it should factor into people’s everyday lives,” he added.

Team Saatchi, the boutique arm of the Saatchi & Saatchi global network, specializes in projects that must be turned around quickly. From the time the group formed 12 years ago, it has shown a sense of a responsibility to give something back by providing strategic and creative input on projects that can genuinely make a difference – with a special focus on youth. 

Critical strategy for development

The CRC spells out the basic human rights of children everywhere: the right to survival; to develop to the fullest; to protection from harm, abuse and exploitation; and to participate fully in family, cultural and social life.

Today, 193 States Parties around the world have ratified the Convention, effectively making it the most widely sanctioned human-rights treaty in history. By acceding to the CRC, national governments commit themselves to protecting and ensuring children's rights. The best interest of the child reigns supreme.

The implementation of the Convention remains a critical strategy for achieving the Millennium Development Goals.

Also as part of the CRC’s 18th birthday celebration, best-selling author and former child soldier Ishmael Beah is being appointed as UNICEF’s Advocate for Children Affected by War. In addition, the official launch of the CRC@18 website will take place on 20 November. The site aims to educate as well as interact with young people about the CRC and its impact on their lives.



Team Saatchi-UNICEF advertisement

CRC@18 ad [PDF]
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