UNICEF’s Monument to Education Campaign Ahead of Brazil’s Elections Highlights Education as Top Priority
In the lead-up to Brazil’s presidential elections, UNICEF – the United Nations International Children’s Emergency Fund – has erected monuments in three major cities to highlight the importance of education and address the issue of school dropouts. The Monument to Education campaign aims to draw attention to the urgent need to prioritize education during the voting process. This initiative is just one of many undertaken by UNICEF, which has been advocating for the rights of vulnerable children and adolescents for 72 years, working in partnership with governments, businesses, and social organizations.
In Brazil, there are currently an estimated two million children who are not enrolled in school, but the issue was not receiving much attention just months before the presidential election. To bring attention to this pressing issue, UNICEF unveiled a monument featuring a teacher and her students in a classroom, seemingly paying homage to the importance of education. However, a few days later, the statues of the students went missing, revealing what typically happens in many schools.
This incident garnered media attention and placed the issue of children dropping out of school in the headlines. Eventually, the statues were discovered again, but this time placed in hazardous locations with each statue representing one of the many reasons why children drop out of school. For example, one statue was shown selling sweets, while another held a baby. Accompanying each statue was a sign explaining what had occurred and urging people to vote for education and put pressure on political candidates to prioritize the issue.
This campaign highlights the severity of the issue of children dropping out of school in Brazil and the need for greater attention and action to be taken to address it. By raising awareness and urging political action, UNICEF hopes to improve the lives of millions of Brazilian children and ensure they have access to the education they deserve.
Credits
Agency: Artplan Communication
Client: UNICEF
Campaign: #voteforeducation | Missing Students | Monument to Education
Client Approval: Michael Klaus, Camilo Leon and Elisa Reis.
General Director: Duda Moncalvo
Creative Director: Gustavo Tirre
Copywriter: Thiago Diniz
Art Director: Gustavo Viana
Content and Engagement: Nara Grillo
Customer Service Director: Cacá Malta
Service Team: Clara Bianchi, Renata Vinagre and Gabriel Moura
Project manager: Felipe Martins
Planning Director: Fernando Torres
Planning Team: Lucas Garbulha and Ana Quintiliano
Media Director: Maira Orempuller
Media Team: Thayse Arruda, Viviane Amaral, Filipe Braga, Fellipe Freita, and Iago Joston
Creative Data Director: Diogo Bobsin
BI team: Larissa Alves
Production Director: Daniel Oda
Production and RTV: Fernanda Mesquita, Bruno Werner, Rafael Toscano, Amanda Sampaio and Julia Maia
Video Producer: Madre Mia
Film Director: Kiko Lomba
Audio Producer: Lira
