Snapchat & UNICEF: #bringbackourchildhood
UNICEF and Snapchat have partnered to launch a campaign on the Boko Haram crisis in Nigeria, #bringbackourchildhood, during which Islamic militants abducted more than 200 schoolgirls a year ago. The campaign collaborated with Snapchat artists to help recreate drawings by the affected children in Nigeria in Snapchat “art,” with the ultimate goal of conveying their horrific situation and raising awareness in a relatable and direct way. The campaign encourages snapchat users to send @unicef snaps depicting what they would miss if they were forced to flee their homes.
The partnership will likely prove to be mutually beneficial, since the two brands have complementary strengths and weaknesses. By diving into the BAV database, we see that in 2014 Snapchat’s strength lies in Energized Differentiation, while Unicef can help Snapchat boost its Relevance, Esteem and Knowledge among all adults. Juxtaposing the two brand personalities, reveals that Snapchat can bring a Fun and Trendy essence to Unicef, while Unicef can offer approachability. Simultaneous to Unicef trying to reach a younger audience, Snapchat is capitalizing on its ad model and is likely to gain Brand Stature through its latest strategic—and humanitarian-- campaign.