Unicef
Background
UNICEF Sweden, part of a global organization for children’s rights, conducts a Christmas campaign every December to raise funds for international work. In 2023, education was chosen as the theme, in light of a global education crisis.
Challenge
To draw attention to the urgent global education crisis where millions of children lack basic education and literacy skills – in times where so many other similar organizations are trying to get attention.
Solution
The target audience consisted of commuters in Stockholm, a group likely to feel strongly about education issues. The challenge was to capture their attention despite their often hectic and time-pressed daily routines.
Our light installation covered an area of approximately 200 square meters featuring a chalkboard with the message “Absence: 244 million children.” In front of the board, we placed 100 illuminated school backpacks. The installation depicted an empty, fictional classroom and served as a metaphor for the children who lack education. On-site screens displayed films where
visitors could learn more about the urgent education situation and also directly contribute funds to the campaign.
Result
The installation generated media attention and increased awareness of the education crisis. It contributed to higher traffic and engagement on UNICEF’s website and social media, leading to significant fundraising for global children’s education. Several high-profile individuals, including Daniel Riley, Morgan Alling, Eva Röse, Victor Nilsson Lindelöf, Maja Nilsson Lindelöf, and Asabea Britton, shared pictures and videos from the installation on their social media platforms.
