A question and answer session with Shelly Diamond, Chief Marketing Officer of UNICEF USA, on the strategy behind the relaunch of this year's campaign.
UNICEF's trick-or-treating program has raised more than $ 195 million since it began in 1950. But the child-centered 2022 fundraising campaign looks very different. From QR codes to fun filters for Instagram stories, UNICEF USA is reinventing its popular Halloween campaign to increase the impact on children with the growing power of the digital world and the popularity of cashless services. Chili Diamond, UNICEF USA Chief Marketing Officer, answers a few questions.
What's new with UNICEF Track or Field in 2022?
Shelly Diamond : When preparing for this year's campaign, we knew we had to think outside the box. If we want to completely rethink UNICEF's fraud for a digitally just world, a cashless society, to use social media and next generation smart approaches to transform the world, how can we do it? For starters, this means school-age children, even after Halloween night.
So we have grown and expanded. For 2022, we have a fully integrated campaign that continues to appeal to children, but also reaches millennials and Generation Z. We see this as a great opportunity to connect the new generation of change advocates with UNICEF 's mission .
Growing up, like every elementary school kid, I got an orange box that people put coins in for Halloween and gave it to my teacher and that's it. It was a tendency to give, but we didn't really understand the impact of what we were doing. Trick-or-treat funds for UNICEF support critical work, the work UNICEF does every day, such as responding to the war in Ukraine , drought and malnutrition in the Horn of Africa and the refugee child crisis . It is important to us that everyone in UNICEF's trick or treating program understands what they can do.
What happened to the orange box?
Shelly Diamond : This year we have a QR code that you can scan with your phone that will take you to our website and will go out of your way to participate. You can learn more about what UNICEF is doing for vulnerable children and families around the world and you can donate or support this work. You can also download and print a trick or treat poster, use it to decorate your party space or front door, or take it to a fall festival or other event. These stickers have this QR code printed on them. There's also a "container wrap" that fits neatly into an empty soup can, if you've got a surprise or a healer and want to give people a choice: scan the code or "throw some coins" into the can. *
Going door-to-door on October 31, seeing the neighbors and having that interaction is still a great way to get involved in this campaign, not to mention the opportunity to spread the word about UNICEF's lack of publicity. But you don't have to limit your fundraiser to Halloween night.
And to be clear, the digital experience starts with this QR code, but that's just the tip of the iceberg. And there is flexibility: you can join in person or both.
What's happening on social media as part of this campaign?
Shelly Diamond : On Facebook and Instagram , we have a fun ghost filter to play with when you're in selfie mode, looking through a wide-angle lens, as if you're looking through a peephole. Press the button and smile and your face turns into something scary. Parents may want to test this before letting the kids play with it.
We are happy to join many of our ambassadors in this campaign. And we have influencers like Noah Beck helping spread the word about Tik Tok with fun fashion contests for her millions of followers.
What specific programs does UNICEF support?
Shelly Diamond : All trick-or-treat donations go to UNICEF Core Resources, a limited public fund. This gives UNICEF the flexibility to go where help is most needed. UNICEF will never stop working to create a fairer world for children, where every child is healthy, educated, protected and respected.
* If you are accepting a coin or coin donation to UNICEF Trick or Treat, please send a paper check for the amount raised to 125 Maiden Lane, New York, New York, NY, 10038 with "Trick or Treat for UNICEF" memo do LINE For more information: visit unicefusa.org / trick-or-treat. Every dollar is valued, every dollar can make a difference.
Learn more about trick or treating for UNICEF . Join the conversation: # ToT4UNICEF
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