Contributed by Joshua Breidenbach of Rice Creative in Ho Chi Minh City.
As Vietnam entered a “middle income” global status, UNICEF Vietnam became ineligible for some external funding. Even so, 100 children would die daily of preventable causes in the country. Awareness of UNICEF was low, though they had successfully operated in Vietnam since the mid 1950s. With a significant reduction of external funding, UNICEF needed a fundraising platform that would capture the imagination of Vietnam’s most successful individuals and corporations and inspire them to generously donate.
Create a strategic platform from which significant funds could be solicited from Vietnamese elite to support UNICEF Vietnam locally.
Building upon UNICEF’s global platform “Believe in ZERO” (whose aim is to bring the number of preventable child deaths to zero) we created and branded a new, high-profile property called the UNICEF ZEROawards. Celebrating humanitarian acts by Vietnamese individuals, trophies would be awarded at a prestigious and much publicised ceremony. The brand, centred around a simple logo mark, visually explains the cause with a call to action. A zero “0” is built from hundreds of pluses “+”, with each plus representing the power of individual donations to make ZERO become a reality.
At the first annual production of ZEROawards, UNICEF raised a whopping USD $440,000 in one night — 176% higher than their quarter of a million dollar goal and nearly four times higher than previous leading fundraising events.
A minimum of 50,000 children will be treated in the province suffering from the highest rates of child malnutrition.
The buzz generated around the star-studded event, as well as the didactic campaign surrounding it, spread through the nation via television, print, outdoor and online media, greatly raising the awareness of UNCEF and their achievements in Vietnam. UNICEF plans to continue the ceremony annually, empowering more and more local humanitarians in all walks of life.