UNICEF: Disguised Banner

UNICEF, the non-governmental organisation, paired up-to-the-minute internet technology with a timeless message regarding the plight of neglected children worldwide to get the attention of users in a perceived ad-free online environment in Sweden.

Campaign details

Advertiser: UNICEFAgency: Daniel J Edelman LTD

Summary

Over recent years, banner ads have become an increasingly effective way for NGOs, including UNICEF, to communicate their message online. The main obstacle to using banner ads, however, is the use of ad blockers. So in order to overcome the growing use of ad blockers by internet users in Sweden, we created 'unblockable ads' for UNICEF Sweden.

Crucially, these ads were only visible to people who had 'opted out' of receiving interest-based ads via their browser settings. We were therefore able to connect UNICEF with a section of...

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