UNICEF
Turning shared belief into everyday action.
UNICEF Make It Happen is a post-pandemic brand platform: a rallying cry for daily action that became a global toolkit for fundraising, advocacy and brand.
the challenge
In the midst of UNICEF’s biggest activity in decades, the vaccination effort for Covid-19, create a brand platform and campaign that increases engagement with the charity beyond the pandemic.
the strategic choice
Make improving the future for children around the world post-pandemic more pressing and urgent than how many see it. Create a campaign that doesn’t just serve as a rallying cry for supporting UNICEF, but a rallying cry for action around the world post Covid.
my contribution
Head of Strategy at VaynerMedia EMEA.
what changed
"Make It Happen" has served as a core toolkit for UNICEF's global activity, being adapted into fundraising, advocacy and brand messages - as well as additional campaigns carrying the original message and sentiment since.
The insight
Charitable engagement is often shallow and not seen as actionable, because we tend to agree with fighting a cause over actually addressing it. Improving children’s futures seems like something we can do tomorrow. However, in reality the actions we take every day shape the world we give to children.
The strategy
Make It Happen – a rallying cry for doing more every day to improve children’s futures. An urgent message of action, delivered in a global campaign, not just hope to stir those that know of UNICEF but don’t know what they do or why it matters.
The work
