Nearly 50 million children worldwide have been uprooted from their homes due to violence, poverty and other factors out of their control, according to the United Nations.
On September 19th 2016, the UN General Assembly for the first time hosted a summit to address large movements of refugees and migrants. The goal was to bring countries together to arrive at a blueprint for more coordinated and effective international response.
World Vision International wanted to put pressure on international leaders and summit attendees to hold them accountable for these children's futures.
Given this high-profile week (UNGA), we knew we needed to do something big to make a splash. We commissioned an original artwork from former refugee Hani Shihada, depicting children behind a barbed wire fence to represent displaced children everywhere.
The artwork was reproduced on the sides of five trucks and were deployed in five key cities: New York, London, Auckland, Dublin and Seoul. The back of the truck contained a simple message - “World Leaders, we cannot ignore children forced to flee their homes” - and asked the public to tell @UN leaders that #KidsDeserveBetter.
The activation got people's attention and drove engagement with the UN summit. #KidsDeserveBetter received over 10,000,000 Twitter impressions within just 24 hours of launching, highlighting public support for the child refugee and migrant crisis.