In commemoration of International Children’s Day June 1 and in conjunction with Save the Children’s first annual End of Childhood Report “Stolen Childhoods,” the organization has released a series of videos featuring kids “unboxing” what they think are fun toys, but turn out to be hard reminders of the events that “end” childhood for one in four children worldwide.

In one video, a little girl opens what she thinks is a baby doll, but it turns out to be a pregnancy test wand.  Another spot shows an ammunition belt inside a box for a toy gun.

Unboxing videos are hugely popular on the web because viewers feel they are seeing a real reaction to a product they might be interested in buying.  There’s no corporate-speak in the way.

With the Save the Children videos, Weber Shandwick’s creative team have used the up-close, personal act of unboxing to capture the bewilderment of the kids and drive home a serious message.

“By turning the genre on its head and having kids unbox items that represent the end of childhood for millions of children around the world, we were able to capture some authentic and emotional reactions – and bring some much-needed attention to this global issue,” said Dan Jividen, vice president and creative director of Weber Shandwick.

Save the Children website

The Stolen Childhoods report ranks 172 countries comparing the best and worst places in the world for children to have a safe, secure and healthy childhood (until 18 years old).

Norway and Slovenia are tied for first as the safest countries for children to grow up.  Niger is at the bottom.  The U.S. comes in at number 36.

Criteria is based on eight crucial life events: mortality under the age of five, stunted growth due to malnutrition, lack of education, forced labor, child marriage, teenage pregnancy, displacement by conflict and child homicide.

A separate index for the U.S. shows the threat to a safe childhood highest in New Hampshire and lowest in Louisiana.

“Childhood should be a time for kids to play, learn and develop to their full potential,” said Carolyn Miles, president & CEO of Save the Children.  “The global community must do better to ensure no child misses out on their childhood and that every last child gets the future they deserve.”

Dr. Jill Biden and Carolyn Miles of Save the Children US will be holding a Facebook Live discussion today at 11am ET. The conversation about the #EndofChildhood will be moderated by Bianna Golodryga of Yahoo News.