UNICEF Launch Pad Helping children explore their rights

The Brief

As part of its partnership with Glasgow 2014 and the Commonwealth Games Federation, UNICEF wanted to help children aged 3-18 explore and express their rights. Aware of the increasing importance of technology in children's and young people’s lives, the challenge for e3 was centered on how we could use digital technology to empower children to lead happier, safer lives.

The Solution

Timescales and budgets were tight, and in order to appeal to such a wide audience in a way that would capture and hold their attention, there were many technical and creative challenges to overcome. Create an engaging experience for a range of ages and abilities was paramount. 

We looked to behavioural and gaming principles as inspiration for the ‘Launch Pad’. It enables children, with assistance from supporting adults, to create and customise their own avatar to guide them through the journey of discovering their rights. 

Using a series of offline challenges that are set on the Launch Pad platform, children are encouraged to explore the UN Convention of the Rights of the Child to win prizes for their avatar, gain insight into how rights are expressed globally, and win a personalised certificate upon completion.

The Results

The site was launched in August and after one month we conducted qualitative research with supporting adults and child users. The initial results have been very positive with many enthused and engaged children, who have gone on to share their experience with parents and friends. Work has already begun on enhancing the Launch Pad experience based on the feedback from Scotland.

Commenting on the Launch Pad, Teresa Bergin, Director of UK Programmes at UNICEF UK, said "e3’s creative vision and drive are helping to make this project a success. Together, by helping children to understand their rights, we can make a huge difference to their lives.”

Take a look: launchpad.unicef.org.uk