Save the Children Netherlands, in collaboration with TBWA\NEBOKO and production company MJZ, has launched a powerful new brand campaign that reframes children not as victims, but as individuals full of potential. Directed by Henry Hobson, the campaign film envisions children as their future selves—a surgeon, a chef, a coach, a builder—highlighting the transformative impact of support provided today.
The campaign, launched under the message “Change the world. Start with a child,” comes at a time when many feel overwhelmed by global challenges. Research by FactSnapp (part of PanelWizard) found that over 70% of Dutch people feel powerless about pressing issues worldwide, while nearly 40% want to contribute but don’t know how.
“Many people know our name, but fewer know exactly what we do,” said Pim Kraan, managing director of Save the Children Netherlands. “Every day, we work to support children in need—not only helping them survive today, but ensuring they have a future where they can reach their full potential.”
The film juxtaposes everyday scenes from children’s lives with visions of who they could become, underscoring the long-term impact of investing in their growth. This creative approach reflects Save the Children’s broader mission: helping children now while giving them hope for tomorrow.
“People are inundated with bad news every day, and that constant stream of distress can leave you feeling helpless,” explained Doug Fridlund, associate creative director at TBWA\NEBOKO. “That’s why we chose to portray children as full of potential. Helping one child today can create lasting change for generations.”
The campaign also introduces a new brand platform for Save the Children, ensuring a consistent and recognisable voice across communications. The central message, Start with a child, will serve as the foundation for future campaigns.
Running across TV, cinema, online video, social platforms, digital out-of-home, and display ads, the campaign seeks to inspire donors to support the organisation’s mission of creating sustainable, long-term change.
