UNICEF has released a powerful and creative new film featuring UNICEF Goodwill Ambassador David Beckham, which calls for an end to violence against children. Executed by animation and production studio, BlindPig, sister company of Absolute Post, the new 60-second film shows scenes of violence against children that appear as animated tattoos on Beckham’s body. The film shockingly and elegantly illustrates that, while the sporting icon's own tattoos were marks chosen to represent happy or important memories, millions of children bear marks they have not chosen: the long-lasting scars of violence and abuse. The animation in the film depicts all-too-common forms of violence that boys and girls endure in spaces where they should be safe; their homes, schools, online and in their communities.
“It was important for us to not hold back, and expose the horrific realities of violence against children”
Off the back of their work on Kenco’s hugely successful Coffee vs Gangs campaign, BlindPig were approached by UNICEF directly and were tasked with writing a script based on four case studies, and fully executing the campaign. Starting from scratch with the illustrations, the BlindPig team spent a lot of time sketching the designs and developing the script, ensuring that everything had been simplified to an extent that the story came across in the four images. The shoot was carried out at Duke Island Studios, with sound design by BlindPig and editing at Absolute Post.
Jonas McQuiggin, the Director of the film that sits at the centre of the campaign, said: “It’s different from most campaigns in the fact that it lets the stories come to the forefront, instead of the celebrity. In the film, David’s body becomes a canvas to highlight the issue of violence against children and deliver the campaign’s powerful message; violence against children marks them forever. To me, the final product speaks for itself. It’s a remarkable example of how powerful and compelling stories can be communicated in a non-conventional way. It was such a pleasure work with everyone involved and I hope its impactful message will encourage audiences to share it and stand up against violence.” Tom Cardo-Moreno at BlindPig, added: “Throughout the process we just kept pushing the idea, watching it back and thinking it was quite harsh - but each time realising we had to tell these stories in this way because, shockingly, this is the reality for many children. The guys at UNICEF were really receptive to our ideas and an absolute pleasure to work with. Everyone is delighted with the final outcome.”
“The tattoos were designed to tell these stories and remain honest to both classic and contemporary tattoo designs”
The campaign, which debuted yesterday (December 5) and will run throughout the festive season, includes the 60 second film (below) and a number of cut-downs. David Beckham and UNICEF are urging people to share the new film on social media platforms, and we're doing likewise.