Campaign details
Brand: UNICEFBrand owner: UNICEFLead agency: Bohemia GroupCountry: AustraliaIndustries: Charities & voluntary organisationsMedia channels: Social mediaBudget: Up to 500k
Executive Summary
Language is a key motivator to donate to charities. Unfortunately, the language used by charities is diluted – compassion fatigue is a problem for all charities. In 2016, UNICEF was aiming for a 28% growth in newly-acquired ongoing monthly donors.
Bohemia identified that an emotional response is key to UNICEF's core proposition. Helping children in need is built into us as humans; it's how we have successfully...