UNICEF Australia has launched a new brand campaign highlighting the organisation’s work for children every day around the world, not just in emergencies, to ensure they are healthy, educated, protected and have a chance at a childhood.
‘Let’s be there’, created by Howatson+Company, appeals to Australians motivation to rally for others who need support and signals an evolution in UNICEF Australia’s positioning.
While the charity remains trusted for emergency response, the new brand platform reflects a deeper mission: to ensure childhood isn’t shaped by crisis. At its core, it’s an invitation for all Australians to stand with UNICEF and be there for every child, every day, long after the headlines fade.
The campaign launches with a series of bold out-of-home executions, showing UNICEF’s work in action.
It’s supported by an energetic film released in two versions, featuring distinct voices: a warm and unmistakably Aussie narration from UNICEF Australia Ambassador Rae Johnston, and a powerful, recognisable voice from actor Liam Neeson, who has been a UNICEF Goodwill Ambassador since 1997.
UNICEF Australia’s director of growth and engagement said: “‘Let’s be there’ marks an important evolution for UNICEF Australia. We’re building on the trust we’ve earned in emergencies, while showing the full breadth of our work – from safe births and health care to education, nutrition and long-term systems-building. Because being there for children isn’t just about responding to crisis, it’s about consistency and showing up everyday.”
“With teams in more than 190 countries, our reach is global, but behind it is a simple truth: UNICEF has never done this work alone. It’s the support of our donors and partners that allows us to be there for children every day. As a 100 per cnt donor-funded organisation, that shared commitment is at the heart of everything we do.”
The campaign is rolling out across TV, OOH, digital, and social channels. The work also features hand- painted murals in high-traffic areas like Surry Hills. This platform will serve as UNICEF Australia’s long- term brand framework over the coming years, designed to grow consistent recognition and collective action over time.
Credits
Client: UNICEF Australia
Libby Hodgson – Director of Growth and Engagement
Maryanne Seabra – Head of Brand
Lucinda Cole – Brand and Content Manager
Kim Nguyen – Social Growth and Campaigns Manager
Harriet Hanssen – Ambassador Relationship Manager
Lesley Jhoty – Design Specialist
Andrea Andres – Senior Content Producer
Voice Artist – Rae Johnston
Voice Artist – Liam Neeson
Agency: Howatson+Company
Chris Howatson – Chief Executive Officer
Jaime Wright – Group Business Director
Eddie Moult – Business Director
Gav Chimes – Chief Creative Officer
Zak Hawkins – Copywriter
Jack Close – Art Director
Brendan Morrow – Copywriter
Natalie Rutkowska – Art Director
Holly Alexander – Head of Production
Ella Ainslie-Bellak – Producer
Shane Vancuylenberg – Head of Music and Sound
Fraser Kelton – Senior Editor
Chief Design Officer – Ellena Mills-Stainer
Head of Design – Trent Michael
Jason Nguyen – Designer
Harry Chambers – Designer
Simon Merrifield – Studio Lead
Patrick Rivera – Finished Artist
Martie Skorsis – Senior Designer
James Turner – General Manager, Media
Anthony Damiano – Media Director
Kalle Palmer – Media Manager
Jamie Nelson – Investment Director
Alice Madden – Media Manager
