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UNICEF Canada begins new campaign

Humanitarian organization UNICEF Canada has begun an advertising campaign called "Reset and Restart." Developed by Toronto-based Juniper Park TBWA, the campaign highlights the negative effects the COVID-19 pandemic has had on children. The public service announcement describes how immunizations, treatment for malnutrition and other healthcare services were limited due to social distancing requirements. The campaign consists of television and digital executions. The creative uses the tagline, "When is a kid no longer a kid?" The French-language elements were developed by Tam-Tam TBWA, while video production was handled by Bolt Content.

"At the height of lockdowns meant to curb the pandemic, more than 1.6 billion students were out of school due to nationwide shutdowns," said Rowena Pinto, chief program officer at UNICEF Canada. "This can have both immediate and long-term consequences. Without the safety net of school and other social services, children are at risk of the worst possible levels of exploitation, neglect, and abuse. They have forever lost parts of their childhood. UNICEF cannot ignore the impact of the pandemic on children, and we need Canadians to be aware of it too."

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