In the lead up to the royal wedding, Rapp identified an opportunity to open a discussion about child marriage but the challenge was how to get an audience in the grip of joyful celebrations to think about something upsetting and to compel them to act.
Where the brand lives:
UNICEF is a well-known children’s charity and is synonymous with children’s rights. However the issue of child marriage is not one that is often discussed and the causes are varied and complex. Yet marriage before the age of 18 is a reality for many young women. According to UNICEF's estimates, over 64 million women aged 20–24 years were married or in union before the age of 18.
The brand truth:
The brand truth was: UNICEF is known for its work in emergencies but cold audiences have little awareness its work in other areas
The audience truth:
The audience truth was: the royal wedding was a chance for a big party so the audience didn’t want anything to rain on their parade
The market truth:
The market truth was: everyone was jumping on the royal wedding band wagon but no one was expecting UNICEF to utilise it
The strategic story and where to tell it:
We needed to interrupt an atmosphere of celebration and joy with an awful and shocking issue without creating a negative feeling towards UNICEF. Press led the campaign due to its mass reach and the relevance of positioning amongst the extensive media coverage.
Creating the customer experiences:
A new approach to press advertising for UNICEF – using it for non-emergency messaging with no fundraising ask, the press ads simply asked people to send an SMS if they saw anything wrong with a 12 year old girl marrying a 42 year old man. This was followed up by a call from UNICEF asking if they’d like to convert to a donation. The campaign also included a door drop and insert that went live in June to coincide with the start of summer and wedding season.
From the initial press activity, UNICEF received a total of 2,383 SMS responses of which 54% converted to a monthly gift. The insert and door drop activity launched in June and results are not yet final. The activity also received coverage in online trade press and Grazia magazine.