UNICEF UK: Commonwealth Games Opening ceremony partnership

This case study explains how UNICEF, the intergovernmental children's charity, used the occasion of the opening of the Commonwealth Games in Glasgow, UK, to generate donations.

UNICEF UK: Commonwealth Games Opening ceremony partnership

Open Fundraising, Appeal Films

How did the campaign make a difference?

UNICEF achieved a world first – integrating a fundraising appeal into a live, televised opening ceremony to ask the people of the Commonwealth to unite, put children first and give a small donation, together, at exactly the same time.

The campaign put a stake in the ground to show it's possible to fundraise through a single global moment – using mobile as the primary payment and communication channel.

And that it is possible to do this through positive stories, not negative ones....

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