UNICEF UK has selected independent creative agency Neverland as the lead brand and creative agency to help launch a new brand platform and campaign later this year.

The new campaign is expected to launch in Q4 of 2025.The appointment comes following a competitive pitch process run in house by the charity.

UNICEF UK works to protect and promote the rights of children both in the UK and worldwide, ensuring access to education, healthcare, and emergency support in times of crisis whilst also delivering long-term support.

In its new role, Neverland will work closely with UNICEF UK to enhance public understanding of the work that UNICEF UK does both within the UK and around the world to help drive fundraising.

Louise Lane, chief marketing officer, UNICEF said, “These are challenging and devastating times for children around the world and its more important than ever for UNICEF UK to have a clear, compelling brand that resonates and that motivates support.”

Louise continued, “Neverland will help us to best showcase our life-saving work, and life-changing global impact to as many people as possible, helping us to continue to speak up powerfully for the rights of the most vulnerable children.”

Josh Harris, CEO of Neverland, on his part noted: “The task of defining a positioning for one of the world’s most important organisations, responsible for helping shape the future of childhood, is not something to be taken lightly.

Neverland was built for this kind of challenge, so we hope to do it justice.”