We Are Strong UNICEF 2012 Korea

Angela Kim and Kyoungsuk Lee

Campaign details

Brand owner: UNICEF
Agency: McCann Seoul
Brand: UNICEF
Country: South Korea
Channels used: Internet – general, Online video, Social media, Sponsorship – media, Word of mouth and viral
Media budget: Up to 500k

Executive summary

This is how UNICEF managed to emulate the success of its 2011 'I Donate My Birthday' campaign with its follow up 'We Are Strong', giving teens a sense of empowerment and helping them to realise they had the power to help millions of children around the world.

In 2011, UNICEF's 'I Donate My Birthday' campaign was highly successful in Korea, with over 15,000 people participating and donating over the course of two months.

In 2012, UNICEF's 'We Are Strong' campaign continued this birthday donating campaign, this time focusing on sharing the joy of donation with Korean teenagers.