Social media campaign | #TheRealChallenge for European Union & Unicef global
Children’s Rights campaign by Roses Are Blue and Mutant agency reaches 280 million views
Nov 20 2019 marks the 30th anniversary of the Convention on the Rights of the Child (CRC30). For this occasion, the European Union and Unicef joined forces to launch an international awareness campaign, using the immensely popular social media platform: TikTok. In 4 weeks time, the campaign has amassed a staggering 280 million views and counting. The campaign was created by by Roses Are Blue and Belgian startup Mutant.
The Convention on the rights of the child is the most ratified human rights treaty in history. In 30 years time, a lot has been accomplished but there’s still more work to be done. EU High Representative, Federica Mogherini said at the last United Nations General Assembly (UNGA):
"We have a responsibility together to make sure that every single child has the sense of belonging to their own community, a role to play. This empowerment is vital."
At the same time, we’re seeing the rise of opinionated millennials like Greta Thunberg. They’re living proof that children can become vocal leaders that demand change.
To empower children even further, The European Union and Unicef launched: The Real Challenge, an international awareness campaign centered around TikTok.
With over 500 million active users, TikTok has vastly become the world’s most popular social media platform amongst children and teens. The app allows users to film themselves and create content – often dances – to 15 or 30 second cut downs of pop songs. ‘Challenges’ are the most popular in-app activity. Kids challenge each other to replicate their dance moves.
‘The Real Challenge’ is about something more profound. It challenges kids to replicate the real life situation of one of their peers in unjust circumstances.
4 videos titled ‘Labour’, ‘Bully’, ‘Equals’ and ‘Family’ were used to launch The Real Challenge, depicting different aspects of children’s rights.
|ROSES ARE BLUE|
|Director & scenario||Gijs Polspoel|
|Executive producer||Robbe Demuynck|
|Post production manager||Christel Schoeffaerts|
|Editor TikTok films||Stef Adam|
|Art director||Caroline Verbrugghe|
|Creative director||Odin Saillé|
|Client director||Emilie Kino|
|Concept||Sven Van Hooydonck & Johan Van Oeckel|
|Support team||Alex Noten & Auke Moonen|
|Editor casefilm||Aldo Dalla Palma|