SAVE THE CHILDREN - PROUDEST MOMENTS
Screened across UK TV and social media, ‘Our Proudest Moments Are Theirs’, tells the story of three protagonists in moments of their own, all facilitated by Save the Children; a baby born in rural Liberia, a young Bangladeshi girl being reunited with her mother and a nine year old boy going to school for the first time in a Syrian refugee camp. The baby is born with the help of Save the Children trained midwife ‘Alice’; a story based in fact, inspired by the tale of Alice Sumo. Alice, ‘one of the world’s busiest midwives’ who delivered her first baby in a street at gunpoint, in war-torn Liberia. Over the last 28 years, Alice has delivered over 1,000 babies named after her; a whole community, with ages ranging from 30 years to a few weeks old. Alice is portrayed by an actress who, like the real Alice, travels on a motorbike to a rural community to help Lucy through her labour. This story is framed by two others; Ali, a young refugee who attends school run by Save the Children for the first time in a Syrian camp and learns to write his name for the first time. And, Milli, who is reunited with her mother in Bangladesh, as part of a Save the Children reunification programme, after having been separated for a year.
As Creative Lead for Save the Children, I worked closely with agency Don’t Panic, and director Marcus Söderlund to bring the TV ad to life, before integrating the campaign internally across digital, radio, retail, PR and media.