Client
UNICEF USA (Spec) @ MAS
Team
Art Director: Iyanni Callender Copywriter: Mikel Mon Strategist : Brian Kim, Danilo Romeiro
The Ask
Raise $5M in a given year by encouraging those 20-40 years-old age group to be part of the UNICEF’s monthly giving program.
Background
UNICEF — United Nations International Children’s Emergency Fund — is a non-profit organization that works in 190 different countries to save children lives, to defend their rights, and to make the world a better place.
Audience
20-40 years old Americans who have donated to UNICEF periodically.
Issue
We found that people prefer donating to small charities over big charities— UNICEF, Salvation Army, etc.— because they distrust the UNICEF’s spending. Moreover, givers think that large organizations have enough funds to carry on their mission.
Discover
UNICEF is spending more and saving less. We found that UNICEF’s fund is decreasing each year, and people tend to donate when disasters strike — hurricane, earthquake, etc.
Think
Disasters are not limited to only natural hazards. Some people are surviving from their own disasters every second, but we don’t know about it.
Challenge
Let’s show that disasters can happen in your daily life, and UNICEF is there for you to prevent your everyday disasters.
