The centrepiece of the campaign is an animated film (below) narrated by Game of Thrones and Star Wars actor, and child rights campaigner, Gwendoline Christie. It depicts a global education crisis that has left hundreds of millions of children out of school - many vulnerable to armed conflict, poverty, child labour and early marriage.
The film and campaign design was produced pro-bono with global marketing and communications group Omnicom, as part of the United Nations Common Ground Initiative, a commitment by the global comms industry – launched at Cannes in 2016 – to put competition aside and support the United Nations Sustainable Development Goals (SDGs).
Specific agencies involved in #WriteTheWrong include Ketchum PR, OMD and BBDO. The animation was produced by Brand New School and Dark Blue Creative created the writethewrong.org web page.
Other aspects of the campaign, such as outdoor displays in major world capitals, were 'achieved through Omnicom’s extensive network of marketing and communications contacts'.
Sarah Brown, president of Theirworld, said: "Working with BBDO and OMD and all the Omnicom agencies on this campaign has been a remarkable experience for Theirworld. It allows us to have a far greater impact raising the chance to make a profound difference to the lives of the 260 million children missing out on a brighter future. The UN Common Ground initiative is unique, providing a platform to harness global resources from the best communications agencies in the world, in order to work towards the greatest threats to humanity.
"The facts are appalling: one child in every five is not in school and half of today’s youth will not have skills to enter the workforce by the time we get to 2030. Children everywhere are being unfairly deprived of the right to an education, and taking away the future of an entire generation also affects the world's peace, prosperity, health and sustainability. Yet most of of us are unaware of the crisis or how readily this could change. The first step to affecting change is letting people know that we can #WritetheWrong."
#WriteTheWrong launched on Wednesday (19 September), ahead of next week's United Nations General Assembly (UNGA) in New York City. Theirworld will continue the campaign throughout the week of the event, with the film featuring during high-level meetings and on billboards throughout Times Square.
Omnicom picked Theirworld as one of their Common Ground Initiative charity partners, having chosen to support SDG4 – to ‘ensure inclusive and equitable quality education and promote lifelong learning opportunities for all’.