By releasing a new ‘musical’ campaign, United Nations Children’s Fund (UNICEF) tries to raise awareness of the poor life conditions that children from undeveloped areas of the world are struggling to live in. Since advertisements that tell a real story have a major impact on viewers, the organization along with Isobar Brasil — a Dentsu Aegis Network agency — launched a campaign which aims to mobilize people and urges them to become donors, in order to help kids that live in inadequate circumstances… before it’s too late, and all that’s left is the children’s epitaph.

The spot named #AntesQueSejaTarde (#BeforeItsTooLate) stars a group of suffering kids from Brazilian communities sorrowfully singing lyrics of a track called “Epitáfio” (“Epitaph”). The song by the Brazilian rock band Titãs (Titans), which became a big hit in Brazil in 2001, can now be used by UNICEF, as the band gave away the copyright for the song solemnly to the organization.

The video was also produced pro-bono by the Brazil-based agency — who won the 1st and unique Innovation Lion in Latin America and Brazil awarded at the 2014 Cannes Lions International Festival of Creativity in collaboration with Drive Filmes.

Available on the organization’s official website and their social networks, the campaign wants to engage people to help the kids, by making a donation: “We are attempting to show the urgency of the necessity of donations through the risky condition of so many kids, that the day of tomorrow might not exist for many of them. A kid’s epitaph is a hard and shocking way to bring this situation in evidence,” explains Mateus Braga, Isobar’s Executive Creative Director.

Also, Wim Desmendt, Resource Mobilization Manager of UNICEF Brazil, says that the purpose of this ad is to change and improve the life of the children that are vulnerable from a social point of view: “It doesn’t matter the situation, if it’s an armed conflict, if it’s in Amazonia countryside, in a small semi-arid city or in the suburb of a big Brazilian city.”

UNICEF has been working to improve the lives of children and their families for more than 70 years, and in their fight for children’s rights the world organization still aims to bring hope for every struggling child by making a plenty of impressive campaigns, like the one preceding #AntesQueSejaTarde called #ENDviolence, in which we can see football icon David Beckham fight to stop violence and physical abuse against children by lending his body and getting tattooed with “the long-lasting scars of violence and abuse”.

Credits:

Client: UNICEF Brazil

Agency: Isobar Brazil

Audiovisual Producer: Drive Filmes