UNICEF (United Nations International Children’s Emergency Fund) Promo YOU ARE PART OF IT! by Cheil Seoul


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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR
Market South Korea
Agency Cheil Seoul
Art Director Woohyun Son
Released June 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: UNICEF
Product/Service: UNICEF
Date of First Appearance: Jun 8 2009 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Art Director: Woohyun Son (Cheil Worldwide Inc.)
Media placement: Promotional Gift - T-shirt, moneybox - 8 June 2009

Describe the objective of the promotion.
To boost UNICEF fundraising in Korea, which has lower participation as compared to other Korean fundraising groups.

Describe how the promotion developed from concept to implementation
Thousands of childerens are suffering from disasters, disease and famine, etc. Not only their own parents but also we are all responsible for the safety of vulnerable children.

Describe the success of the promotion with both client and consumer including some quantifiable results
1. Lots of people uploaded photos and shared the stories about the campaign on their blogs. 2. We got more people interested in UNICEF fundraising and encouraged them make donations.

Explain why the method of promotion was most relevant to the product or service
1. Making slogan ; 'You are Part of it.' 2. Producing coin saving can as Unicef Box which is able to contain T-shirt 3. Designing T-Shirt for the campaign; Front - microphones of reporters waiting for your answers. Back - a vulnerable child clinging to you 4. Providing special T-shirts and coin cans to supporters 5. Supporters wear T-shirts during the campaign period