Launched in June, the eight-week digital marketing campaign attracts on the enduring reputation of the beloved Smurfs to encourage younger individuals – together with their mother and father and caregivers – to lift their voices on points that matter to them.
The initiative is a part of the UN’s ActNow effort for the Sustainable Improvement Targets (SDGs) and goals to empower people, particularly youngsters, to talk out and take motion of their communities.
Voices for change
That includes Rihanna, Hannah Waddingham, Billie Lourd and Amy Sedaris – who voice varied characters in an upcoming Smurfs movie – the marketing campaign contains vibrant public service bulletins (PSAs) and vibrant social media playing cards.
“The Smurfs know the significance of talking up and talking out as a result of everybody, each youngster, has the correct to be heard,” mentioned Hannah Waddingham, who voices Jezebeth within the film.
“The facility to create change is already inside you. You simply need to act,” added Billie Lourd (Fear Smurf).
Amy Sedaris (Jaunty) summed it up merely: “It’s simple for those who comply with the Smurfs’ blueprint. Small actions can add as much as make an enormous distinction.”
The movies, produced in a number of codecs, direct viewers to a devoted “Converse Up with the Smurfs” part on the ActNow platform, which gives child-friendly instruments and sources.
Smurfing it up
To smurf issues up a bit – marketing campaign invitations everybody to “smurf their voice” and assist smurf a brighter future, one motion at a time. Whether or not you’re 5 or fifty-five, there’s at all times a option to smurf constructive change.
In Smurf-speak, “smurf” can imply absolutely anything – noun, verb, or adjective – however the message right here is obvious: smurf your voice, smurf your rights, smurf the longer term.
UNICEF’s involvement centres on making certain the message reaches youngsters in every single place – and that they’re outfitted to take part meaningfully in choices affecting their lives.
International rollout
The marketing campaign is being promoted throughout Paramount International’s platforms – together with CBS, MTV, Nickelodeon, BET, Comedy Central, streaming companies like Paramount+ and Pluto TV, and the free-to-air community Web 10 in Australia.
Smurf-themed content material may even mild up Occasions Sq. in New York Metropolis and seem in markets throughout Europe, Latin America and Asia.
Content material is out there in over a dozen languages, together with Arabic, French, Spanish, Hindi, Kiswahili, and Japanese, to make sure broad accessibility.
In regards to the Smurfs
First launched in 1958, the Smurfs are small blue fictional characters identified for his or her teamwork, mischief, and distinctive manner of talking.
Generations of youngsters (like this writer and his little ones) have adopted their adventures, and their continued enchantment has made them superb messengers for values like cooperation, kindness and now, world citizenship.
By rallying a brand new technology to talk up – or smurf up – the marketing campaign hopes to encourage significant, lasting change for youngsters (and adults) in every single place.
