Brett Wertz
Project Lead
Alex Yates
Creative Director
Linh Nguyen
Designer
Background
During the height of the COVID-19 pandemic, the UNICEF and UNESCO offices in Vietnam were seeking a way to encourage children and youth to stay active despite the limitations on their freedom. The pandemic meant most youth were observing lockdown protocols, schools were closed, and traditional “fun” like playing sports with friends had come to an abrupt halt. Without these usual outlets for activity, the mental and physical health of youth was at risk.
UNICEF and UNESCO planned to launch a social media campaign aimed directly at these young people to give them options and ideas to stay active at home during the pandemic.
Problem
UNICEF and UNESCO’s goal was to reach at least 50 million people nationwide, and in particular children and youth, and provide them with both the tools and the inspiration to do something more than sit and play video games during the pandemic.
Approach
#WinningIndoors was born as a way to solve this problem. Fourdozen helped with the messaging for the campaign, which was to be bilingual in Vietnamese and English and run exclusively on Facebook. The idea was to inspire youth to “turn their home into a playground” and furthermore to get them engaged via a website developed to share ideas for games that could be played at home with the whole family.
The website, developed by Hands Collective, acted as a repository for games that could be submitted by anyone. Fourdozen drafted a content suite for 8 weeks that focused on “provocations” that offered children a limited set of items from which they could create their own games and submit online.
In addition, working with UNICEF’s team, Fourdozen helped activate influencers such as Chau Bui and Trong Hieu to film videos and provide further inspiration for youth to get involved. Ultimately the campaign reached more than 50 million people and generated hundreds of thousands of engagements on both the UNICEF and UNESCO Facebook pages.