A United Nations program headquartered in New York, NY, that provides long-term humanitarian and developmental assistance to children and mothers in developing countries.
Create a strategic platform from which significant funds could be solicited from Vietnamese elite to support UNICEF Vietnam locally. As Vietnam entered a middle income global status, UNICEF Vietnam became ineligible for some external funds. Even so, 100 children would die daily of preventable causes in the country. Awareness of UNICEF was low, though they had operated in Vietnam successfully since the mid 1950s. UNICEF needed a fundraising platform which would capture the imaginations of Vietnam’s most successful individuals and corporations and inspire them to generously donate.
Building upon UNICEF’s global platform “Believe in ZERO” we created and branded a new, high profile property called the UNICEF ZEROawards celebrating humanitarian acts by Vietnamese individuals—trophies would be awarded at a ceremony. The brand is centered around a simple logo mark which visually explains the cause with a call to action, a zero is built from hundreds of plus signs, with each plus representing the power of individual donations to make ZERO become a reality. UNICEF raised US$440,000 in one night. 176% higher than their quarter-of-a-million-dollar goal and nearly four times higher than leading fundraising events prior. With this, a minimum of 50,000 children will be treated.