UNICEF UK: Riding the media wave
MC&C Media
How did the campaign make a difference?
UNICEF had a challenge after their 2013 DMA Award-winning emergency campaigns: how to counteract compassion fatigue and keep people engaged and donating.
To turn a brilliant short-term emergency response campaign into a sustained, dependable revenue stream, UNICEF used its assets – government, celebrities and knowledge from the field – alongside a strategy of real-time media planning, buying and messaging using a broadcast medium. This had been done on single days before – but not continuously for nine months.
The campaign actually exceeded the results of...