UNICEF UK: Riding the media wave

This case study explains how UNICEF UK, the non-governmental organisation which helps children around the world, used real-time responses and the news cycle to increase donations.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands