Work Editorial Brings Hope to the Edit Bay for Save the Children

Save the Children has released a new brand campaign that it hopes will make the charity recognizable and, ultimately, be consistent across all communications. The central message aims to offer a hopeful perspective at a time when many people feel powerless in the face of global problems. The hero ad, directed by Henry Hobson, shows that every child carries the potential to help build a more hopeful future.

In the hero film, children are portrayed as if they’re already adults; there’s a surgeon, a chef, a coach and a construction worker, revealing the possibilities within each of them. These future visions are intercut with scenes from their present lives.

Pim Kraan, managing director at Save the Children Netherlands, explained: “Many people know our name, but fewer know exactly what we do. Every day, we work to support children in need, not only helping them now, but giving them a future in which they can reach their full potential.”

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