To mark UNICEF 70th anniversary Marcel Sydney launches ‘For Every Child’ global inititiative

Marcel Sydney, together with some of Australia’s leading creative talents, has developed the new brand identity ‘For Every Child’ for the United Nations Children’s Fund (UNICEF).

The rebrand was unveiled today to mark the 70th anniversary of its founding and its vital work for the most vulnerable children.

The new identity, developed in Sydney by Marcel, and is being used by UNICEF offices, active in 190 countries and territories. The international organisation faces unprecedented demand for its services in support of millions of children around the world.

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Says UNICEF Chief of Brand Building David Ohana: “UNICEF’s new brand positioning reflects our commitment to promoting the rights and improving the lives of the world’s most vulnerable children by providing life-saving aid and long-term support. At a time when nearly 50 million children have been uprooted, more than half driven from their homes by conflict, UNICEF is needed now, more than ever.

“UNICEF’s brand is widely known, in large part due to the extraordinary efforts of our staff and partners working around the clock, in some of the toughest places, helping those at greatest risk and in greatest need. Curiously though, our association with children is surprisingly low – less than 50 per cent of people in a recent global survey… which is one of the things we aim to address.

“This is the first time UNICEF has undergone a brand repositioning in over a decade. Ultimately we hope this exercise helps UNICEF attract new audiences, partners and donors – in support of our work for and with the most at-risk and excluded children.

“Through this re-branding, our goal is to convey, in a powerful and distinctive way, what UNICEF stands for, in everything we do, in every country we work, in a way that is relevant to our audiences.

“It has been a pleasure to work with David Nobay, Simon Lister and the team on this truly global collaboration,” Ohana said.

Says Marcel Sydney creative chairman and founder David Nobay: “We are honoured to be able to use our creative skills to help advance the important work of UNICEF. We hope our contribution will help make a difference and ultimately help millions of children in the most difficult situations.

“With UNICEF we visited some of the most impoverished places on earth. We hope the rebrand and the short film we have created together highlights the very real and immediate needs of these children. Ultimately greater recognition will help UNICEF’s efforts to raise awareness and much needed funds.”

“This has been a major effort by our teams in Sydney and New York and is a personal highlight of my career. We had the privilege to collaborate with many talented people who have dedicated their whole lives to helping others.”

The new branding will be rolled out across the UN agency over the next 1-2 years. 

The team at Marcel led by Nobay worked in close collaboration with Paloma Escudero, David Ohana, Angus Ingham and Eric Dekoninck to develop the new identity, film and public service announcements .

The short film will debut at an event today at the United Nations in New York City.

Adds Nobay, who is at the global brand relaunch in New York today with Lister and Heckler executive producer Will Alexander: “It’s only too easy to sometimes get a little cynical about this business of ours. I’m probably more guilty of that than most. But then a project like this comes along and you’re reminded of what we do and why. I was honored to be invited to lead this creative project, and I’m humbled by the resilience and integrity of those who shared the journey over the last 12 months.”

Agency: Marcel Sydney

Client: David Ohana and Angus Ingham Unicef