Childhood Reimagined: Filipino illustrators create for UNICEF’s Hiraya Collection

MANILA, PHILIPPINES – It all began in 1949, with a young girl in then-Czechoslovakia who painted children dancing around a maypole to thank UNICEF for providing aid to her village. This artwork became UNICEF’s first greeting card. Since then, UNICEF cards have been a symbol of hope and a way for people to give back, proving that a single piece of art can create a ripple effect of change.

*Czech school girl Jitka Samkoval painted UNICEF’s first greeting card in 1949.*

Keeping the tradition alive

UNICEF Philippines keeps the tradition of greeting cards and giving back alive every Christmas season. This year, it collaborates with Ang Ilustrador ng Kabataan (Ang INK), the country’s premier collective of children’s book illustrators. The partnership brings to life the Hiraya Collection, a new line of All-Occasion cards and merchandise that turns beautiful art into a powerful force for good.

The talented artists of Ang INK, who specialize in children’s illustrations, designed the cards that provide a window into their own fondest childhood memories, creating a picture of a happy childhood that they hope today’s children can also experience.

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“Because of their unique understanding of children’s worlds, we believe the Ang INK illustrators have perfectly captured the heart of our cause in their artwork—to give children a bright future and help them simply enjoy their childhood by having access to their basic rights,” said Carmen Gonzalez Ortiz, Chief of UNICEF Philippines’ Private Sector Fundraising.

Art that visualizes the childhood every child deserves

Illustrator Iori Espiritu, who has been creating art since 2013, believes art helps us experience the world differently.

Her artwork, “Sama-sama salu-salo,” was inspired by a childhood memory of familial bonding over food. “Two things my family likes doing are growing things in the garden and cooking, and we are often asked to help around,” shared Iori.

However, Iori knows that many children do not have access to proper nutrition growing up. She hopes that more children will experience the same fond memory she has of a childhood nourished with healthy food.

For artist Fran Alvarez, spending countless hours playing with her cousins and neighbors is her favorite childhood memory. Her artwork “Tag-Araw” features children at play. She wants to show “how happy it feels to just be a kid knowing you’re safe, and free to have as much fun as you want.”

*Among the newest UNICEF merch are tote bags with the Ang INK artists’ illustrations. The bag above features Fran Alvarez’s work.*

But she recognizes the reality that so many children grow up in very challenging circumstances and hopes her work can contribute to advocating for a safe and peaceful world for children everywhere.

*As a grade school teacher, Al Estrella is exposed*
*to the realities of children today. He champions*
*education for his artwork in the UNICEF All-*
*Occasion cards.*

Artist and grade school teacher Al Estrella, creator of “Pangalawang Tahanan,” drew inspiration from his childhood and vocation. He said children and art are his passions and that the theme of childhood memories and education deeply resonate with him.

“It’s a vital cliché: Education is a great equalizer. By giving everyone access to quality education, regardless of background, the knowledge, skills, and opportunities needed to improve their lives, social and economic inequalities can be reduced,” said Al Estrella, illustrator and educator.

Childhood dreams, children’s rights—UNICEF’s mission

Iori, Fran, and Al’s childhood memories and aspirations affirmed UNICEF’s collaboration with the Ang INK artists, whose works depict the happy, healthy childhood UNICEF strives to achieve for every child.

However, this childhood remains elusive to many children in the Philippines. One in three children faces the triple burden of malnutrition, disruptions in education, and other deprivations due to climate-related risks, threatening their survival.

UNICEF Philippines/2024/Martin San Diego UNICEF Philippines and its implementing partner Action Against Hunger distributed water and hygiene kits for typhoon-affected children and families in Camarines Sur to ensure their immediate needs as they recover from Typhoon Kristine.

Despite these odds, UNICEF was able to reach almost a million children in 2024 with essential nutrition services. Following the six typhoons from late 2024 to early 2025, UNICEF was one of the first to respond with water kits, hygiene kits, essential healthcare support, access to education, and humanitarian cash transfers that were crucial for children and their communities to ease their suffering and restore their dignity. These were possible, among others, through the unwavering support of UNICEF’s donors who provide a lifeline for children in need.

Your purchase, their future

This year’s Hiraya Collection remains true to UNICEF’s long-standing tradition of creating a hopeful ripple effect for children in the Philippines through greeting cards.

“More than just a piece of art, we want these cards to speak the message that donations and fundraising are more than mere transactions. They make dreams of a better life a reality for vulnerable children everywhere,” said Carmen Gonzalez Ortiz, UNICEF Philippines.

The Hiraya Collection offers a variety of UNICEF merchandise, including: