UNICEF: Vanished Girls

This case study explains how UNICEF, the international non-governmental organisation dedicated to helping children, grew awareness of gender selection in developing countries with emotional ads and increased donations in Switzerland.

Advertiser: UNICEFAgency: Fabrikant/JWTCountry: Switzerland

Objectives

There are three main objectives, prioritized in order:

  • Communication: Raise awareness for the subject matter of “missing girls” and activate a new target audience to do something for Unicef, be it by supporting its goals in any way (not only monetarily), by sharing and talking about it, by participating in human chains around Switzerland and getting active and engaged in the campaign.
  • Commercial: Generate new addresses and donations.
  • Marketing: Generate earned media value in order to build trust and credibly position Unicef as the relevant and competent voice for this...

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