Raising Parents: A series on how real families MANAGE real life

THE BRIEF

Parenting is rarely celebrated with the nuance it deserves — and the gap between policy language and lived human experience is where so many campaigns fall flat.

UNICEF’s #RaisingParents campaign began with the idea that authentic storytelling, rooted in real families and real moments, could close that gap and shift the global conversation.

THE CREATIVE

Three families. Three countries. Three entirely different stories and contexts: Bolivia, South Africa, and Türkiye, where communities were still living through the aftermath of a devastating earthquake. We dived deep to uncover the unguarded moments and the quiet exchanges between a parent and child that say everything words cannot. Each documentary film invites audiences to spend time with a family rather than observe them, weaving together live-action footage and intimate interviews. Alongside the films, Rooftop developed interactive scrolly reports for UNICEF’s website. These immersive digital experiences blend video, photography, and written narrative, further exploring the family stories. We also developed an influencer strategy that extended the campaign’s reach beyond UNICEF’s existing audiences.

THE IMPACT

The campaign launched across UNICEF’s digital platforms to strong early engagement, deepening global conversations around nurturing parenting as a foundation for children’s mental health and wellbeing. #RaisingParents reminded the world that loving care is never a luxury.