September 19, 2018

Theirworld launches #WriteTheWrong campaign with powerful film on global education crisis

The video - narrated by Game of Thrones and Star Wars actor Gwendoline Christie - highlights the plight of the 260 million children out of school.

Theirworld today launches its #WriteTheWrong campaign - with a powerful film highlighting the global education crisis which has left 260 million children out of school.

Narrated by actor and child rights campaigner Gwendoline Christie - best known for her roles in the TV series Game of Thrones and Star Wars movies - the video depicts the mass scale of the global education crisis and the realities faced by the one in five children who are out of school. 

Their plight leaves many of them vulnerable to armed conflict, poverty, child labour, early marriage and discrimination. 

The film and campaign design was produced pro bono in partnership with global marketing and communications agency Omnicom, as part of the United Nations Common Ground Initiative. 

Watch the #WriteTheWrong film

Many other aspects of the campaign - such as outdoor displays in major capital cities across the world - were achieved through Omnicom’s extensive network of marketing and communications contacts across the world.

Theirworld President Sarah Brown said: “Many people are not aware of the scale of the current global education crisis and the impact it will have on the world’s peace, prosperity, health and sustainability if nothing is done. 

"The first step to effecting change is letting people know just how serious the problem is. 

“One child in every five is not in school. In some places, that means an entire generation missing the education and opportunities in life every child deserves.

"It really is time we right this wrong - and that’s what we hope this campaign will achieve.”

One of the Sustainable Development Goals is inclusive and quality education for all

Photo credit: UNICEF/Rich

The Common Ground Initiative is a commitment by the global communication industry to put competition aside and support the United Nations Sustainable Development Goals (SDGs). 

Omnicom chose to support SDG4 - to "ensure inclusive and equitable quality education and promote lifelong learning opportunities for all". It then selected Theirworld as one of its charity partners. 

Sarah added: “The Common Ground initiative really is unique, in that it provides a platform for charities like Theirworld to access the global resources available to the best communications agencies in the world, in order to work towards some vital causes that affect us all. 

"Working with BBDO, OMD and the other Omnicom agencies on this campaign has been an incredible experience. The difference it makes to the lives of 260 million children could be incredible too.”

#WriteTheWrong launched today ahead of next week's United Nations General Assembly in New York City from September 24 to 28, where the education crisis is set to be high on the agendas of world leaders. 

Theirworld will continue the campaign throughout the week, with the film featuring during high-level meetings and on billboards throughout Times Square. 

  • Act
  • Related News