Tamam

For the International Day of the Girl Child we were asked to create content that communicates and highlights the Convention of the Rights of the Child (CRC). The CRC outlines 54 articles, so the main objective was to simplify this comprehensive and detailed convention, and create awareness amongst the general population.

We created a piece of content “Tamam”, a music video inspired by Sudanese culture highlighting key CRC messages. It was important for us to challenge the status quo and communicate these rights out loud, something that hasn’t been done before, and to do so with a 13 year old girl being the lead of the video. Inspiring young girls all over the country with catchy and empowering lyrics that would generate a lot of buzz.

The response to Tamam was more than whats we could have anticipated. Tamam has 565,000 views on Facebook and has reached 1,512,270 people on Facebook alone. Unicef’s social media platforms grew tremendously with the release of Tamam.

On the ground, lyrics from the video could be seen on signs at protests, truly solidifying its impact and inspiring not just young girls, but an entire generation who now felt heard and seen.