Global Branding, Activation: Unicef ZEROawards

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Imagined by Rice Creative, this UNICEF ‘s global branding campaign was created to make Vitenamese elite sensitive to children mortality.

With the central idea “Believe in ZERO” (Zero child death) as the backbone of the concept, Rice Creative  created and branded a new, high profile property called the UNICEF ZEROawards.

The purpose is to celebrate humanitarian acts by Vietnamese individuals. The brand, centered around a simple logo mark, which 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.

Results
At the first annual production of ZEROawards, UNICEF raised a whopping US$440,000 in one night. 176% HIGHER than their quarter of a million dollar goal and nearly 4 times higher than leading fundraising events prior. 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 the nation over 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 (raising the goal of course) and empower more and more local humanitarians of all walks of life.

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