We Are Strong UNICEF 2012 Korea

This case study describes how the United Nations Children's Fund (UNICEF), the international government organisation, built on a previous campaign to engage the youth of Korea in helping disadvantaged children around the world.

We Are Strong UNICEF 2012 Korea

Angela Kim and Kyoungsuk Lee

Campaign details

Brand owner: UNICEFAgency: McCann SeoulBrand: UNICEFCountry: South KoreaChannels used: Internet – general, Online video, Social media, Sponsorship – media, Word of mouth and viralMedia 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...

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