UNICEF Water Gala

Chefs for UNICEF had long been a premiere event on the Calgary social calendar. Throughout its many successful years however, the event had become more about the celebrity cooks and the cuisine they were preparing, than about the cause and efforts of UNICEF itself. It was necessary to rebrand the event as about UNICEF, and for UNICEF.

We researched a number of premiere events in Canadian fundraising calendars to understand best practices. We decided to reframe the evening around a single cause – water – and take it out of the realm of food and society, and give it a clear fundraising purpose. The name Chefs for UNICEF is still included for transition purposes, but over time will disappear altogether.

The UNICEF Canada Water Gala was held for the first time last year in both Calgary and Halifax. Immediately accepted as a coveted must-go, tables at both events sold out eight weeks earlier than usual – a first ever – and one that means UNICEF no longer has to discount tickets for future years.