UNICEF: Nudging audiences out of compassion fatigue and into action

UNICEF, a leading global humanitarian agency, boosted regular donations in Australia by changing its narrative on Facebook.

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...

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