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...