UNICEF AD
Resume
Year
2025
Client
UNICEF
Project
Adolescent Dropout Campaign
Categories
Creative Direction Social Behaviour Change Campaign Development
Credits
17 Triggers (Behavior Change Lab) Tinzi Fonteyne (Creative Lead & Art Direction) Alexandrine Roland (Co Creative Lead) Odom Rithy & Sreypov Ying (Design Reasearcher) Imara Roychowdhury (Project Management) Linh Nghiem (Project Management) Madavid Khim (Graphic Design)
A nationwide behaviour change campaign designed to make Cambodian adolescents pause, reflect, and choose education before dropping out.
Input
Through extensive field research across three provinces, we uncovered a critical challenge: dropping out was socially tolerated, aspirational role models were scarce, and many adolescents felt unsupported when facing difficult decisions about school. Parents often believed education was solely the responsibility of teachers, while young people lacked clear pathways connecting education to future opportunities.
Output
We developed "Before You Quit", a nationwide multimedia campaign combining documentary-style storytelling, peer-to-peer support systems, father engagement tools, career exploration content, school buddy programmes, and community activation materials. Designed through multiple rounds of testing and co-creation, the campaign amplified authentic voices from parents, teachers, dropouts, graduates, and adolescents across Cambodia.
Campaign concept statement
UNICEF Cambodia Adolescent Dropouts
