In Germany Anti-Aging is a big thing. But in Africa it’s all about the opposite, because many children die long before they grow older. That’s why we launched the virtual pro-aging-cosmetics series by UNICEF. Products like drinking water or mosquito nets are promoted in a cosmetic campaign. A beautiful campaign, which shows how easy it, is to help.

A template was produced, which shows a laughing child’s head and the lettering: "It’s beautiful to grow older". Then promotion teams went to town and looked for clefts in walls of houses. Where ever they found one, the sprayed the layer above the cleft – just to make it look like a wrinkle on the child’s forehead. With the simple message: "It’s beautiful to grow older."

Since there was a public scandal at UNICEF Germany in the period when the campaign was launched, there are no results available.