From celebratory events and takeovers, to a branded cake, our aim was to celebrate the 30 years of the United Nations Convention on the Rights of the Child (UNCRC). We worked with the Welsh Government and partners to deliver a coordinated campaign to commemorate all Children’s Rights’ past achievements and future accomplishments, while raising awareness and promoting children’s rights across Wales.
Targeted at children, parents and professionals working with children, the campaign was mostly delivered via social media, partner engagement and PR.
We ran school engagement workshops to promote the rights to children, with the support of Children Rights’ ambassador schools. To raise awareness with parents and adults, we organised ‘takeovers’ – with children taking over a Heart Wales radio talk show, an Iceland board-meeting and a Welsh Football Association training session (amongst other organisations), sharing it on social media with the #ChildrenTakeoverWales hashtag. Social media was used to amplify the campaign reach, with birthday wishes video messages from the Dep Minister, schools and high-profile influencers including Geraint Thomas and Kate Lewis. The celebration culminated with a conference event on the 20th November, World Children’s Day – alongside coordinated birthday celebrations across schools in Wales, shared on social media.
We created a celebration logo and full range of campaign materials which were included in a campaign toolkit shared with stakeholder and partner organisations.