TV ad: unicef: Together We Make Better Worlds

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VaynerMedia London has created a new campaign for UNICEF that aims to shift public perception of migrant and refugee children from victims to capable partners. The work, which launches on the 20th June - World Refugee Day - tells the true story of Aboud Kaplo, a young, self-taught musician and former refugee who realised his dream of becoming a concert violinist, even after being driven from his home during the war in Syria. Instead of focusing on Kaplo's suffering and desperation, the campaign highlights his potential, which could so easily have been cut short had it not been for those willing to help him and his family. Among those who came to Kaplo’s aid were Susie Attwood, a British filmmaker who recognised and encouraged the young musician’s talent after a chance meeting in Lebanon. In a departure from traditional fundraising tactics, the “Better Worlds” campaign steers the narrative away from distressing scenes, focusing the audience’s attention instead on the positivity, innovation, hope, and entrepreneurship that their donations can provide.