Nothing is Truly Lost, Until it’s Forgotten

This campaign tackled a complex and emotional issue - child abduction during war with nuance, strategy, and deep empathy. Despite geopolitical sensitivities, we moved the needle politically and socially across the Global South (including India, South Africa and Brazil). It’s a unique convergence of human rights storytelling, geopolitical advocacy, and emotionally powerful creative delivery. We first undertook a detailed programme of research into current perceptions of the Russian war on Ukraine in the target markets, to develop a detailed understanding of what would move those perceptions amongst the general public, media and politicians. Using these insights, our creative strategy team developed the campaign theme, “Nothing is truly lost, until it’s forgotten”. Our creative (ad) and PR teams developed a series of images, messages and story angles to tell the stories of children and their families and show how Russia’s actions are actions against humanity across multiple channels, including earned and paid print, online and broadcast media, as well as X, Google ads, and Change.org. Our PR team pitched media with hard data, as well as influential opinion from lawyers, child psychologists, and humanitarian organisations. We hosted on-the-ground days of action in India, South Africa and Brazil, targeting policy makers, media, academics, religious leaders, civil society, and the general public, as well as several webinars including global experts on human rights and war crimes, speaking with Head of the Office of the President of Ukraine, Andriy Yermak.