UNICEF
Be the good news
The Horn of Africa is UNICEF’s toughest battle ground against famine and the only way to put up a fight, and save children from starvation, is by asking for donations.
At the same time, people all-over the world are suffering from the drain that comes with being bombarded by bad news constantly. They would much rather change the channel than engage. So how can we communicate an age-old problem, ask for support, use almost none of the funds and campaign only with UNICEF footage?
Our Output:
Idea:
The only way to stop the bad news is to take action against them, no matter how small the action is. So, this Christmas, UNICEF gives everyone an opportunity:
IN A WORLD FULL OF BAD NEWS, BE THE GOOD NEWS.
Thus we turn every negative touchpoint to a call to action, and an opportunity to be the good news – by donating.
Results:
25 COUNTRIES - that adapted the platform and translated the TVC in Phase 1.
95 COUNTRIES - that adapted the TVC for their market in the next year.
FOR UKRAINE - The campaign TVC was repurposed for the Ukrainian children’s hunger campaign after the Russian invasion.
DONATIONS turnover was the highest from all UNICEF Christmas campaigns after the COVID-19 pandemic.
The Other Formats:
The Next step:
Be the good news became an UNICEF Deutschland platform. A message for children of the world that are currently suffering of malnourishment and need our immediate support. Our message was adapted at the start of the Ukrainian war, for every suffering African country and was also added to the support of Palestinian children.
Because in a world full of bad news, it’s up to us to be the good news.
The Credits:
Ioana Mar - Jr. Art Director & Concept
Paris Nikiforakis - Copywriter & Concept
Morten Marmulla - Art Director
Kay Owe - Senior Art Director
Mat Owen - Senior Copywriter