UNICEF repositions activity around children's rights

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It is the first time the charity has put this issue at the heart of its activity and is intended to encourage supporters to show their commitment to seeing these rights upheld.

The campaign, which will include press ads, inserts and online activity created by Rapp, focuses on the plight of children forced to live and work on the street.

The work includes the line ‘Promise me' in a series of tag lines such as ‘Promise me we won't be forced to work 20 hours a day'. Each ad finishes with the UNICEF pledge ‘We promise. Will you?'

This fresh positioning reflects UNICEF's role as champion of the United Nations' Convention on the Rights of the Child, which was adopted by world governments in 1989 and has its 20th anniversary later this year.