UNICEF Canada National UNICEF Day

Since the 1950s, millions of children around the world have been raising money for their counterparts in the developing world, through one of the largest grassroots fundraising initiatives in human history, Trick-or-Treat for UNICEF.

As part of our overall brand strategy for the organization and with extensive consumer research and insights, we helped transform Trick-or-Treat for UNICEF from a transactional coin-collection initiative into a national month of fundraising with a predominantly online presence and renewed donor retention capacity. We removed the overt references to Halloween to let the key message of education reemerge and we renamed the program after the government-declared day on which the month culminates, National UNICEF Day.

In a period of only two years, our single remake of an icon has made the words National UNICEF Day part of the Canadian vocabulary. Its renewed identity has reengaged teachers, parents and students and has attracted several corporate partners from across Canada. The program now raises twice the revenue that it did before our work.