20% of all children are never vaccinated against the six main infantile diseases: tetanus, diptheria, whooping cough, polio, tuberculosis and measles.
We were asked to help raise awareness of the issue and drive UNICEF's campaign to reach a 100% vaccination rate by 2020.
UNICEF is determined to close the gap and wanted to focus public attention on the issue.
The GENERAL PUBLIC doesn't even realize there is an issue.
Celebrities and social influencers removed 20% of the characters from their tweets. The resulting nonsensical messages were signed off with #Objectif100. Twitter users were quick to show solidarity, and bloggers removed 20% of article content.
Head of Development, UNICEF