Reimagine the world like a gamer

Background

The COVID-19 pandemic triggered an unprecedented global health, humanitarian, socioeconomic and human rights crisis. Added pressure on overburdened social and health services threatened to reverse decades of hard-won development gains for children, while lockdowns and other restrictions exacerbated the vulnerabilities of children and their families globally. Children continued to be disproportionately impacted by the COVID-19 pandemic that disrupted everything that we know is critical for children’s social, physical, mental and emotional development, learning and well-being With the devastating effects of COVID-19 still taking their toll, UNICEF needed to create a new strategy designed to engage audiences differently - at a time when they may be facing personal, local and global challenges. This campaign’s aim was to shift perceptions of refugees and migrants and encourage donations to the charity.