UNICEF Sweden, part of a global children's rights organization, runs a Christmas campaign every December to raise money for international work. In 2023, education was chosen as the theme, in light of a global education crisis.
To draw attention to the acute global education crisis where millions of children lack basic education and literacy skills – at a time when so many other similar organizations are trying to gain attention.
The target group consisted of commuters in Stockholm, a group that likely feels strongly about education issues. The challenge was to capture their attention despite their often hectic and time-pressured daily routines.
Our light installation covered an area of approximately 200 square meters with a chalkboard with the message "Absence: 244 million children". In front of the chalkboard 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 showed films where visitors could learn more about the urgent education situation and also directly contribute funds to the campaign.
The installation generated media attention and raised 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 images and videos from the installation on their social media platforms.