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UNICEF

Overview

UNICEF (United Nations Children's Fund) is the world's leading children's charity, providing humanitarian aid, development assistance, and advocating for the rights of children in over 190 countries.

❋ Role
❋ Output

Art direction
Creative leadership
Concepting 
Storyboarding
Graphic Design
Illustration
Finished art

TV commercials
Social
Print

Child Protection Awareness Campaign

During times of crisis in Papua New Guinea, instability and displacement can place children at heightened risk of emotional, physical and sexual harm. Partnering with UNICEF, we developed a multi-channel campaign to promote child protection, educate caregivers on positive behaviours, and empower children with knowledge of their rights.

The idea, Gutpela Choices (good choices), centred on the belief that knowledge drives action. Through video, radio, posters and flip charts, we equipped families with simple, practical guidance to navigate high-pressure situations safely. A dual colour system contrasted negative behaviours with positive actions, while in film this shift became a visual device—moving from darkness to light, like clouds parting after a storm.

A storybook-inspired illustration style softened the message, making complex and sensitive topics more accessible and child-focused.

Maternal, Newborn &
Child Health Counselling Cards

Papua New Guinea continues to face significant maternal and child health challenges, with barriers including limited infrastructure and cultural perceptions around care. UNICEF engaged us to redesign existing counselling cards used in communities, which were previously dense and text-heavy.

We reimagined the flip charts into a clear, visual-first communication tool—simplifying information through illustration to improve understanding and recall. In collaboration with illustrator Ralee Winks, the visual language aligned with the Mama Health Record Book, creating consistency across materials. The design approach was warm, human and culturally grounded, with the bilum motif woven throughout as a symbolic thread—connecting the content to the everyday lives and experiences of PNG women.