The ad, by Adam & Eve, marks the first national work since the agency was appointed to handle the £4m advertising account last April.
The 'No Child Born to Die' campaign aims to stop millions of children dying around the world in developing countries. It launches with a TV ad on Channel 4 tonight with additional support from a YouTube homepage takeover and a .
The spot was filmed in villages supported by Save the Children in Lindi, Tanzania. It features a group of young children watching a series of magical projections of famous people including David Beckham, Albert Einstein, Nelson Mandela, Usain Bolt, Muhammad Ali and Darcey Bussell.
The ad is voiced by actress Helena Bonham Carter, who says "We are all born to dream, born to achieve, born to discover. Some are born to be the fastest, the greatest, or simply the bestest. But while some are born to grow old and wise, many more will never grow up at all".
The ad's creative directors are Ben Priest, Emer Stamp and Ben Tollett. The writers are Nick Sheppard and Tom Webber and it is directed by Gorgeous Productions.
The campaign is supported by a policy report that calls for more funds for lifesaving vaccines and for more trained healthworkers.
Save the Children is also holding a press conference in London this morning where the charity's celebrity ambassadors, including Alexandra Burke, Edith Bowman, Natasha Kaplinsky, Amanda Mealing and Prue Leith, will launch the campaign.
James Murphy, founding partner, Adam and Eve, said: "Save the Children's ambition to engage the nation with the needlessness of childhood mortality requires a big creative platform. 'No Child Born to Die' is just that.
"The TV execution is the first phase of a campaign across the next year designed to enrage and then engage the nation. We are proud to be working with such a great charity on such an important cause."
Jude Bridge, director of marketing, campaigns and communications, Save the Children, said: "The TV ad captures the wonder and spirit of children. We hope people will agree with the thought that 'No Child is Born to Die' and will join us in making sure every child gets the chance they deserve.
"Eight million children every year die before their 5th birthday from easily preventable illnesses like diarrhoea and pneumonia.
"We're asking millions of people to join us – giving their money so that we can scale up our work to ensure many more children can be born safely, vaccinated, diagnosed and treated if they get ill."
.jpg)
.jpg)