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8/8/2019 Every Child No 3, 2010
1/20
UNITED STATES FUND FOR UNICEF
No. 3, 2010
Kianis and UNICEF:Eliminating Maternaland Nenatal Tetanus
60 Years f Trick-r-Treat
fr UNICEF
8/8/2019 Every Child No 3, 2010
2/20U . S . F u n d o r U N I C E F
A Message frm the U.S. Fund Bard Chair and President
Dear Friend of UNICEF,
The last few months have presented both extraordinary successes and daunting challenges for children, and we are grateful for your steadfast
support.
That support has helped UNICEF respond to the catastrophic oods in Pakistan and to the enormous ongoing needs in Haiti. Your
commitment as well as that of Kiwanians around the world has also contributed to a momentous new partnership between UNICEF
and Kiwanis International that will undertake to eliminate an ancient killer disease (see story on page 6).
On the child survival front, we have some phenomenal news to share: the global under-ve child mortality rate has signicantly dropped
once again from 24,000 each day to 22,000 (see story on page 4). This is a reection not only of UNICEFs effectiveness and resolve, but
also of your support. Because of you, we continue to move closer to the day when zero children die from preventable causes. Take a moment
to consider what this means: thousands more young lives saved every day, thousands more futures protected.
But deadly threats to children persist. In Pakistan, where ooding has submerged a fth of the country an area roughly the size of Florida
millions of children are imperiled by a potential secondary disaster of malnutrition and disease (see story on page 3). Though UNICEF, together
with the Pakistani Government and other partners, is providing key assistance including clean water for 2.5 million Pakistani children and
their family members a huge funding gap is hampering the emergency response efforts. Millions of children still desperately need help.
A second wave of disaster has so far been averted in Haiti again thanks to your considerable generosity. I (Caryl) visited Haiti and saw
rsthand how crucial your contributions have been to UNICEFs relief efforts in the earthquake-battered nation. These efforts remain critical.
We are heartened to report that the U.S. Fund has received a second grant from the Hope for Haiti Now: A Global Benet for Earthquake
Relief telethon. The $5 million award, which follows an earlier $6 million grant, will support UNICEFs child protection programs in Haiti.
These funds will make an immeasurable difference in the lives of so many vulnerable children.
Lastly, as we celebrate the 60th anniversary of Trick-or-Treat for UNICEF, those of you who have taken part in this special campaign over
the years should feel deeply proud. Since it began, TOT has raised close to $160 million for programs that have saved millions of childrens
lives (see story on page 10).
Thank you for standing with UNICEF and with the children of the world.
Warm regards,
P.S. To support UNICEFs work in Pakistan, please visit unicefusa.org/pakistan
Anthony PantaleoniBoard Chair
Caryl M. SternPresident and CEO
8/8/2019 Every Child No 3, 2010
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UNITED STATES FUND FOR UNICEF
No. 3, 2010U.S. Fund or UNICEFBoard o Directors
Honorary Co-ChairsGeorge H.W. BushJimmy CarterWilliam J. Clinton
Chair EmeritusHugh Downs
Chair
Anthony Pantaleoni
Vice ChairPeter Lamm
PresidentCaryl M. Stern
SecretaryGary M. Cohen
TreasurerEdward G. Lloyd
Honorary DirectorsSusan V. BerresordJames H. Carey
Marvin J. GirouardAnthony LakeJohn C. Whitehead
Honorary MembersJoy GreenhouseHelen G. JacobsonSusan C. McKeeverLester Wunderman
DirectorsAndrew D. BeerDaniel J. BruttoNelson ChaiGary M. CohenMary Callahan ErdoesPamela Fiori
Dolores Rice GahanBruce Scott GordonVincent John HemmerPeter LammTa LeoniBob ManoukianAnthony PantaleoniAmy L. RobbinsHenry S. SchleiKathi P. SeiertCaryl M. SternJim WaltonSherrie Rollins Westin
Produced by theDepartment o Editorialand Creative Services
Executive EditorMia BrandtManaging EditorAdam Fifeld
Art DirectorRachael Bruno
Assistant Managing EditorJen Banbury
Contributing EditorEileen Coppola
Contributing WriterMichael Sandler
DesignersMelissa AxelrodAudrey Hawkins
Copyright 2010U.S. Fund for UNICEF.All rights reserved.
In This Issue:
Feature
1013Trick-or-Treat or
UNICEF Turns 60
Contents
25 UNICEF in the Field
67 Kiwanis and UNICEF Unveil
The Eliminate Project
8 Donor Activities at
Home and Abroad
9 Inside the U.S. Fund
(continued on page 16)
1415 Partner Profles:
Barrie Landry and JeannetteHsu-McSweeney
8/8/2019 Every Child No 3, 2010
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HAITIAs of this writing, 1.5 million people are
still living in 1,342 displacement sites.
Each day, UNICEF continues to supply
about 330,000 people with potable water
and, together with partners, has held
waterborne illnesses at bay. Building
pit latrines and distributing portable
toilets and other hygiene supplies have
also helped avert disease outbreaks. In
266 UNICEF-supported child-friendly
spaces, at least 63,000 children many
of whom lost family in the earthquake
are getting psychosocial support, as well
as the chance to play and learn in safety.
UNICEF is also distributing supplies to
equip all schools in earthquake-affected areas for the resumption of the school year in October. UNICEFs teams of construction
engineers and architects are working to transform temporary schools into more durable semi-permanent structures, and working
with the Haitian government on plans for earthquake-safe schools.
KYRGYZSTAN Junes outbreak of ethnic violence in Kyrgyzstan displaced some 300,000 people and sent
75,000 eeing to Uzbekistan. To meet the emergency needs of the refugees 90 percent
of whom were women, children, and the elderly UNICEF distributed 200 metric tons
of supplies, including surgical kits, tents, and vaccines. In subsequent weeks, most of
the displaced returned home but often to demolished buildings, deplorable hygiene
conditions, and overwhelmed hospitals. UNICEF continues to provide for these vulnerable
returnees, distributing family water kits and health and hygiene kits, establishing child-
friendly spaces, training teachers, and helping Kyrgyzstans children return to school.
NIGERAfter one of the most devastating droughts in
memory, Niger remains in the grip of a massive
food crisis whose effects have been especially hardon women and children. In many areas, there is
literally nothing to eat but scraggly, nonnutritious
weeds. As a result, some 378,000 children in the country need treatment for severe acute
malnutrition. In about 400 health centers throughout the country, UNICEF and its partners
are providing nutritional care often in the form of the high-protein miracle food
Plumpynut. Children who have been diagnosed with severe malnutrition also often
receive vitamin A and folic acid supplements, de-worming tablets, and antibiotics.
To support UNICEF emergency relie, please visit uniceusa.org/donate/emergencies
Emergencies Update
U N I C E F I N t h E F I E l d
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Disaster in Pakistan Imperils Childrens Lives
Pakistans worst natural disaster in
living memory destroyed or damaged 1.8million homes, swept away thousands
of towns and villages, claimed more
than 2,000 lives, and left an area roughly
the size of Florida under water. But the
gravest consequence of the ooding
that began in late July is a colossal and
unprecedented humanitarian crisis. As of
this writing, more than 20 million people
have been affected, including 10 million
children. Many are at risk of malnutrition
and deadly diseases.Two months after torrential monsoon
rains caused record ooding, a funding
shortfall continues to hamper UNICEF
and its partners as they race against
the clock to reach those who still lack
key assistance. UNICEF has been able
to provide 2.5 million people with
clean water and is delivering other key
lifesaving aid.
But millions of children and families
still face extremely precarious conditions.
The consequences of the ooding for
Pakistans poorest and most vulnerable
are very serious, says UNICEF
Executive Director
Anthony Lake in a
statement. And the
most vulnerable of
all, the children, are
at the greatest risk.
One woman
interviewed by
a UNICEF staff
member in a camp
for displaced people was three months
pregnant and in poor health. She
recounted how she became separated
from her husband and two older sons.
My husband helped me to take the two
younger children out on higher ground,
she described. Buses were waiting to
take people out, and he told us to leave
immediately and went back to get our
two older sons. But she has not seen
them since and fears the worst.
Of particular concern for ood
survivors are lethal waterborne diseases,
which can spread quickly among those
who do not have clean drinking water or
adequate sanitation.
Instances of cholera
have been reported,
and the threat of
malaria looms
large. The World
Health Organization
has projected that
1.5 million new
cases of diarrheal
diseases could occur. Young children
are particularly susceptible to diarrhea,
which can cause swift and lethal
dehydration. UNICEF is distributing oral
rehydration salts, a simple solution of
salts and sugars that can prevent death
from dehydration and that costs just
seven cents per packet.
To ward off malnutrition, UNICEF
is distributing high-energy biscuits,
micronutrient powder, and other
therapeutic foods. It is also supporting
mobile health teams, vaccination
campaigns, prenatal and postnatal care,
and trauma counseling.
With so many women and children
bearing the brunt of these oods, it is
essential that we scale up our services
so that we can avoid another crisis a
crisis of health for these women and
children, says UNICEF Health Ofcer
Dr. Muhummad Mazhar Alam.
UNICEF has been working in Pakistan
since 1948 and will help the country
recover from its greatest calamity in
decades. But as long as children are still
imperiled, we must rst do whatever we
can to save their lives.
To support UNICEFs work in Pakistan,please visit uniceusa.org/pakistan
U N I C E F I N t h E F I E l d
the most
vulnerable oall, the children,
are at thegreatest risk.
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From 24,000 to 22,000: Child MortalityDrops Again, but Gaps Widen
UNICEF has announced some major
news: the global under-ve child mortal-ity rate has yet again fallen signicantly,
dropping from about 24,000 deaths ev-
ery day to about 22,000. That number is
down from 25,500 four years ago, and
represents a reduction of one-third since
1990. This ongoing progress means that
UNICEFs efforts, and the generosity of
our supporters, con-
tinue to produce life-
saving results, year
after year. Millionsof children are alive
today who otherwise
would not be.
UNICEFs mis-
sion has always been
to aid the most vul-
nerable children throughout the world.
And although UNICEF and its partners
have made many major inroads against
grave threats to children, disturbing new
information calls for a redoubling of ef-
forts to better aid those in greatest need.
In many countries that are making over-
all progress on cutting child deaths, a
child mortality gap is actually widening
between poor children and those from
well-off families. In fact, children fromthe poorest 20 percent of households
in the developing world are more than
twice as likely to die before age ve than
those from the richest 20 percent. Gen-
der and geographic disparities are also
adversely affecting childrens health and
wellbeing.
Poverty should
not be a death sen-
tence for children,
says U.S. Fund CEOand President Caryl
M. Stern. We have
the power to reach
excluded children
and make sure they
get the lifesaving
services, protection, and education all
children deserve.
By making the most disadvantaged
communities the highest priority, an
equity-focused approach can accel-
erate progress toward the Millennium
Development Goals and bridge dis-
parities in a cost-effective way. UNICEF
strategies have already yielded signi-
cant gains; whats planned
now is an extra push to reach
as many of the most deprived
children and families as pos-
sible. A new study by UNICEF
specialists as well as interna-
tional experts estimates that for
each $1 million investment in
a low-income, high-mortality
country, the equity approach
could potentially prevent 60
percent more deaths.
Measures for carrying
out the new approach include
upgrading health facilities, expanding
outreach initiatives, advocating for the
elimination of user fees for health care,
extending cash transfers to the poor-
est families, and recruiting and training
more community health care workers.
The highest child mortality rate is in
sub-Saharan Africa, where one out of
every eight children dies before the age
of ve. The second highest rate is in
Southern Asia, where one in 14 children
under ve is dying.
In the years ahead, with help from
its supporters, UNICEF can make even
greater strides. Says the U.S. Funds
Stern: We have a precious opportunity
to save more children, and to do so more
quickly than ever before.
To learn more, please visit uniceusa.org/22000
U N I C E F I N t h E F I E l d
Poverty shouldnot be a death
sentence or
children.
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Every year, 1.5 million children under the
age of ve die because they lack clean drink-ing water and adequate sanitation. UNICEF
is constantly working to nd low-cost, inno-
vative ways to get clean water to children
and families. Here are just a few.
Low-CoST MANUALwELL DRILLINGMechanical well drilling requires large rigs
and can be exorbitantly expensive and un-
wieldy especially where roads are virtu-
ally nonexistent. Thats one of the reasonsUNICEF is fostering the use of low-tech
manual well drilling, which is approximate-
ly ten times cheaper than mechanical drill-
ing. It can also yield equally effective results
in the sandy soil that is common to places
like sub-Saharan Africa. In addition, manual
drilling is most often performed by small
local businesses, which means local econo-
mies benet from UNICEFs programs to
bolster this simple way of accessing water.
RAINwATER HARvESTINGIn areas where drinking water is hard to
come by such as the salty coastal regions
of Bangladesh a simple but highly ef-
cient rainwater harvesting system can seem
like a miracle. Rainwater runs down a sloping tin roof, into gutters, and down into a tank.
Each tank, with a tap near the bottom, can hold 3,200 liters of water.
CERAMIC wATER PURIFIERSA ceramic water purier looks a lot like a ceramic owerpot and is easy and inexpensive to
manufacture. Rice husks (or a similar combustible substance) are mixed with clay so that, as
the lters bake in a kiln, the husks burn off to make the lters highly porous. After baking,
the lters are coated with colloidal silver, which kills bacteria. Then they are dropped into a
plastic container thats equipped with a lid and a spigot. In a country like Cambodia, where
66 percent of the population doesnt have access to clean water, a family can pour water from
just about anywhere into the bucket. The result up to 99 percent of E. coli is eliminated.
To purchase a durable, deep-well water pump to help provide a whole community withclean water, please visit uniceusa.org/waterpump
Innovative Ways UNICEF Gets Clean,Safe Water to Children and Families
U N I C E F I N t h E F I E l d
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The U.S. Fund was thrilled to learn that
Kiwanis International has chosen to part-
ner with UNICEF to eliminate maternal
and neonatal tetanus (MNT) as its next
global campaign for children. This his-
toric initiative, called The Eliminate
Project: Kiwanis eliminating maternal/
neonatal tetanus, will save the lives of
babies and mothers around the globe and
wipe out a cruel, centuries-old disease.MNT strikes when tetanus spores,
found in soil everywhere, enter the body
during the birthing process and attack
the central nervous system. Newborns
who contract MNT suffer excruciating
pain and convulsions and right now
MNT kills almost 60,000 babies each
year; a signicant number of women
also die from MNT. But MNT is highly
preventable just three doses of a 60-
cent immunization protect mothers, whothen pass on the immunity to their future
babies.
Since 1999, UNICEF and its partners
have successfully stamped out MNT in 18
Kiwanis and UNICEF Unveil
The Project
We changed
the world onetime. We can
and we will
change the
world again.
t h E E l I m I N a t E p r o j E C t
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Maternal and neonatal tetanus is still endemic in 40 countries. In India (shown with stripes), the disease has been eliminated in 15 states
but remains a threat in other parts o the country.
countries. The Eliminate Project will mo-
bilize nearly 600,000 Kiwanis members to
help raise resources and awareness about
MNT, providing the nal push to put an
end to the disease worldwide. Kiwanis
goal of raising and leveraging resourc-
es to help ll the $110 million funding
gap will allow UNICEF to immunize 129
million women who are at the greatest
risk of contracting tetanus during labor
and delivery. This initiative also will hew
a path for providing an array of other
desperately needed health services.
On a recent trip to the Philippines, a
joint delegation of U.S. Fund staff and
Kiwanis International members experi-
enced, rsthand, the terrible toll MNT
can take. In a hospital in Manila, the
delegation met a young mother, Shalo
Demiden, who sat vigil beside her eight-
day-old son as he convulsed and strug-
gled to survive. Later, in a small village
in the province of Negros Oriental, they
listened to Alona Lamog describe the
pain she still feels at having watched her
third child die from MNT. She was glad
to learn about The Eliminate Project, and
that other mothers will not have to suffer
as she has.
Kiwanis Internationals 201011 Presi-
dent, Sylvester Neal, applauded the his-
toric partnership and noted the extraor-
dinary results of UNICEF and Kiwanis
previous collaboration to eliminate io-
dine deciency disorders (IDD). By
virtually eliminating IDD, Kiwanis and
UNICEF together ensured that millions
of children are now free of its devastat-
ing effects, says Neal. We changed the
world one time. We can and we will
change the world again.
When UNICEF Ambassador and
U.S. Fund National Board member
Ta Leoni introduced The Eliminate
Project at the 95th Annual Kiwanis Inter-
national Convention in Las Vegas, the au-
dience of more than 6,000 rose to its feet
in a standing ovation. Thanks to Kiwanis
and The Eliminate Project, we can reach a
day when MNT is nothing more than an
entry in the medical history books.
To learn more, please visit
theeliminateproject.org
t h E E l I m I N a t E p r o j E C t
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Making a Dierence
Midwest Regional Board Chair Paul Harvey and his wie, Ty (l.), with
Midwest Regional Board member Tonise Paul, at the Art o Believing in
Zero event in Chicago, which celebrated the completion o the Midwest
Regional Ofces Accelerated Child Survival undraising campaign.
National Board members Mary Erdoes (l.), Pamela Fiori, and Amy L.
Robbins at the Rising Power o Women in Philanthropy breakast in
New York City in June.
UNICEF Swaziland Representative Dr. Jama Gulaid (l.) with Patti
Orellana, Michael Coulson, Mark Schuster, and Carrie Rhodes at
a reception hosted by the U.S. Funds Seattle Advisory Council.
UNICEF supporter and New England Regional Ofce Womens
Luncheon Committee member Ciara Smyth cutting a ribbon to
celebrate the opening o a new UNICEF-supported water point
in the Cacuaco Municipality o Angola.
Richard B. Levy, Southern Caliornia Regional Board President, during a
recent feld trip to Mozambique.
National Board member Dolores Rice Gahan (l.) and UNICEF supporter
Hilary Gumbel during a feld visit to Peru.
doNor aCtIv It IEs at homE aNd a broad
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I N s I d E t h E U . s . F U N d
Every second counts in the wake of ca-
tastrophes like Haitis earthquake orPakistans ooding. To supply UNICEF
with a readily accessible pool of dedi-
cated resources in the critical early stages
of humanitarian crises and emergencies,
U.S. Fund for UNICEF National Board
member Amy L. Robbins co-founded the
Mercury Fund for Emergency Response
in 2006. Since then, with the help of oth-
er donors, the Fund has provided $6.5
million to support UNICEF emergency
response efforts without delay in coun-tries all over the world. After ooding
inundated Pakistan in July, the Fund dis-
bursed $400,000 for crucial relief for tens
of thousands of Pakistani children. The
Fund provided $500,000 to aid refugee
families, whose lives were at risk after vio-
lence erupted in southern Kyrgyzstan in
June. After Haitis colossal earthquake in
January, the Fund released $500,000, help-
ing UNICEF extend a lifeline to scores of
vulnerable children and families.
An immediate response with read-
ily available funds, rather than waiting
on fundraising efforts, provides UNICEF
with the ability to mobilize lifesavingresources much more quickly mobi-
lizing additional people to respond with
clean drinking water, immunizations,
shelter, and other essential items in the
earliest hours of a crisis, says Robbins.
In addition, this Fund serves as a cata-
lyst, drawing in other funding to UNICEF
through private and government sources,
with its proven success in the most dif-
cult crises.
The Mercury Fund plays a vital role in
helping UNICEF launch its emergency
relief efforts in countries that do not or-
dinarily garner much media attention. A
The Mercury Fund:Saving Lives in Emergencies
reection of UNICEFs commitment to actas a key rst responder in any emergency,
the Mercury Fund empowers UNICEF
to do whatever it takes to save children
caught in the path of calamity.
This years UNICEF Snowake Ball
(see below) will highlight UNICEFs work
in emergencies. We are delighted to an-
nounce that thanks to an anonymous
donor who has underwritten all expenses
100 percent of every dollar raised at
the gala will go directly to lifesaving pro-
grams, including the Mercury Fund.
(INsIdE thE U.s. FUNd continued on page 16)
S A V E T H E D A T E
N o V E m b E r 3 0 , 2 0 1 0
u N i c E f S N o w f l A k E b A l l
N E w y o r k c i T y
The Spirit f Cmpassin Aard ill be presented tO l i v i a H a r r i s O n
The Audrey Hepburn Humanitarian Aard ill be presented t UNICEFs
F r a n O i s e G r u l O O s - a c k e rm a n s
Fr mre infrmatin, please cntact Jennifer Lpez at 212.880.9131 r [email protected], r isit
u n i c e F s n O w F l a k e . O r G
u n i c e F s n O w F l a k e l i G H t i n G c e r e m O n i e s : Nember 18, 2010 (Ne Yrk City) and Nember 20, 2010 (Beerly Hills)
8/8/2019 Every Child No 3, 2010
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F E a t U r E
First came the nice idea. Then camea chance encounter. Together, thetwo would evolve into Trick-or-Treat for
UNICEF (TOT), the Original Kids Help-
ing Kids campaign that has inspired,
empowered, educated, and raised mon-
ey to save lives for six straight decades.
Today in the 60th anniversary yearof Trick-or-Treat for UNICEF the U.S.
Fund for UNICEFs longest-running
campaign remains one of the most suc-
cessful youth initiatives in American his-
tory.
The idea: Halloween could be more
than just a day for kids to overindulge
in candy. In 1947 less than a year after
UNICEFs founding a Pennsylvania
minister, the Reverend Clyde Allison,
and his wife Mary Emma were handingout treats to an endless parade of trick-
or-treaters. The spectacle triggered con-
icting emotions in the couple. Mary
Emma turned to her husband and said:
Its too bad we cant turn this into some-
thing good.
Clyde replied: We can.
Soon, the Allisons children, along
Trick-or-
Treat forUNICEFTurns 60
It was a nice idea, but I
certainly had no notion it
would grow to become
what it is today.Reverend Clyde Allison
8/8/2019 Every Child No 3, 2010
13/20E v e r y C h i l d N o . 3 , 2 0 1 0
with Sunday school students from
around the country, were marching
through the streets each Halloween to
collect soap, shoes, and other goods for
postwar relief efforts in Europe. But after
the Halloween drive of 1949, the charity
supported by these collections disband-
ed. Suddenly, the Allisons needed a new
beneciary.
The encounter: Shortly after, Mary
Emma Allison was shopping in down-
town Philadelphia when she became
mesmerized by a small parade, which
she followed to its destination a booth
collecting donations to support UNICEF.
Mary Emma knew a perfect t when she
saw one. That Halloween, the Allisons
children, friends, and fellow congrega-
tion members were among the many who
went door-to-door, collecting coins for
UNICEF in hand-painted milk cartons.
Trick-or-Treat for UNICEF was born.
The activity was a
hit a big one. The
Allisons joined forc-
es with UNICEF staff
to spread the word
about this importantnew campaign. TOT
took off like a prairie
wildre. In 1953, the
United States Committee for UNICEF
the predecessor of todays U.S. Fund for
UNICEF took over formal responsibil-
ity for TOT. Already, school groups, po-
lice and re departments, church groups,
and service organizations like Kiwanis
International were working together to
ensure that TOT Halloween collection
efforts covered entire towns. Celebri-
ties and the media did a lot to boost the
programs growth,
too. Entertainer and
UNICEF Ambassador
Danny Kaye is cred-
ited with propelling
TOT popularity tonew heights.
By 1960, TOT ac-
tivities had spread far
beyond U.S. borders to a diverse group of
countries including Canada, France, Hai-
ti, Iceland, Japan, and Spain. In 1961, Pres-
ident John F. Kennedy noted: UNICEF
has caught the imagination of our people,
especially our nations children, whose
Halloween collections have become a
symbol of concern and an expression
of tangible aid. And in 1967, President
Lyndon B. Johnson signed a proclama-
tion designating Halloween as National
UNICEF Day.
UNICEF fast became a part of Ameri-
can popular culture. Trick-or-Treat for
UNICEF promoters included Lassie,
Mighty Mouse, Kermit the Frog, andScooby Doo, and in 1969, an episode of
Bewitched was entitled Twitching for
UNICEF. That year millions of children
took part in TOT.
Those who grew up Trick-or-Treat-
ing for UNICEF have vivid memories
(continued on page 12)
E v e r y C h i l d N o . 3 , 2 0 1 0
Halloween could
be more than just a
day for kids to over-indulge in candy.
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TOT Turns 60,continued from page 11
F E a t U r E
of childhood Halloweens: the sound
of change going shwump, shwump,
shwump inside TOT collection boxes;
costumed friends on crowded stoops
chiming Trick-or-Treat for UNICEF!;
the excitement of counting up coins at
the end of the night, knowing the money
would help kids in faraway countries.
For so many, Trick-or-Treat for
UNICEF is their rst encounter with
UNICEF and with the idea of giving
back in general. Teacher Mark Allyn has
never stopped being involved in TOT,
though his days going door-to-door in
a Star Wars costume are far behind him.
Im a true believer in this campaign, says
Allyn, and each year, I match the dona-
tions that our school of 500-plus students
collect. Its my way of doing my part, and
its my connection to that little boy from
long ago who loved dressing up as his
favorite Star Wars character.
Over time, the program has branched
out in new directions. The 1990s saw a
big boost from partnerships with school-
related organizations, NGOs, and cor-
porations. And this year marks Trick-
or-Treat for UNICEFs rst-ever in-store
customer fundraising initiative, thanks
to a new partnership with ToysRUs,
Inc. ToysRUs and BabiesRUs are
collecting donations and distributing theiconic orange collection boxes in stores
nationwide through October. This year,
HGTV will highlight Trick-or-Treat for
UNICEF in a primetime Halloween tele-
vision special airing on October 16 at 8
PM ET/PT and include Trick-or-Treat
for UNICEF in the Halloween section of
HGTV.com.
In the most recent campaigns, TOT
has adapted to keep up with a changing
digital landscape, using mobile and on-line technologies to grow participation.
In 2008, TOT made its social networking
debut on sites such as Facebook and Twit-
ter. The U.S. Fund created Text-or-Treat
to allow people to donate via cell phone,
and this year marks the debut of the
Trick-or-Treat for UNICEF iPhone appli-
cation. Actress Selena Gomez, now in her
third year as Trick-or-Treat for UNICEF
spokesperson, has encouraged scores of
fans to get involved whether by host-
ing parties, mobile giving, or good old
door-to-door collecting.
Since its inception 60 years ago, TOT
has raised a total of nearly $160 million
funds that have made a critical difference
in the lives of millions of children around
the globe. While the mediums of partici-
pation are changing as Trick-or-Treat for
UNICEF enters its seventh decade, its
reasons for being remain constant: make
Halloween not just fun, but meaningful;
protect the lives of the worlds youngest
and most vulnerable; and inspire kids to
discover their own ability to help other
children like themselves.
To get involved or learn more, please visittrickortreatorunice.org
8/8/2019 Every Child No 3, 2010
15/20E v e r y C h i l d N o . 3 , 2 0 1 0
Timeline1950Pennsylvania
amily initiates frst-
ever TOT drive
1953The U.S. Committee
or UNICEF (now
the U.S. Fund)
begins running TOT
1959Lassie carries TOT
box on TV show
1961President Kennedy
lauds UNICEF
and TOT
1967President Johnsonproclaims October
31st National
UNICEF Day
1969TVs Bewitched
devotes ull episode
to TOT
1975
Actor Danny Kaye
marks TOTs 25th
anniversary with
5-day/ 65-city
plane tour
1980SKermit the Frog,
Scooby Doo, and
other characters
urge kids to Trick-
or-Treat or UNICE
1994Key Club Inter-
national highschool students
begin partnering
with TOT
2001TOT network
provides support
to kids impacted
by 9/11; TOT unds
earmarked to help
Aghan children
2004TOT goes digital
with online
undraising
2005Indian Ocean
tsunami and
Hurricane Katrina
spur record-breaking $18.25
million eort
2010TOTs 60th
anniversary;
nearly $160 millio
raised to date!
National Sponsor ToysRUs, Inc.We e ie e tyrU, Inc. in i ye e new Nin
sn e 60 nniey tot cign. Ki n iie cn ick
u e icnic nge cecin xe tyrU n bierU
e ninwie ug oce 30, 2010. aiiny, e f
ie in tick--te UNICEF iy, cue wi e e ne
e cign in-e c egie nine Toysrus.com/
UNICEF. t u e tick--te UNICEF cign een ue,
e tyrU Cien Fun e $200,000 nin e U.s.
Fun UNICEF.
National Media Sponsor HGTVreuning nin ei n, e eing ce newk e
n gen ging wi igig tot n oce 16 in ieie
tv eci 8 pm Et/pt. 4 iin unique ny ii wi fn h-
ween ecing n eneining i n hGtv.c/hween.
Proud Supporters FEED/HSNti ye, FEEd pec cny wi e ie iin cee
g uc FEEd e w cee e FEEd tick--te
g enef UNICEF. hsN, eing uicnne eie, ine
ce wi FEEd e excuie eie n ec g uce
hsN n.c/nce, hsN wi ne $3.50 e U.s. Fun
UNICEF.* t enug ie ne ci wi n enie ye w
eeni icnuien ueen.
Proud Supporter Key Club InternationalKey Cu Inenin, g Kiwni Inenin, i e nin
e n ge eice eei gnizin ig c uen.
te Cu 16-ye-ng nei wi tot i ne e cign n-
ge unning n ucceu, n ie ney $5 iin.
an nk u e u ue Cin Inc., aeicn aiine,
K, plaYbIll, n te bwy legue Kids Night on Broadway.
*For each FEED Trick-or-Treat bag purchased through HSN or hsn.com, HSN willdonate $3.50 to the U.S. Fund or UNICEF to help support UNICEFs nutrition pro-
grams. No part o the purchase price is tax-deductible. UNICEF does not endorse
any brand or product. For more inormation, visit uniceusa.org, eedprojects.com, orhsn.com/hsncares.
Thanks to Our Trick-or-Treat forUNICEF Sponsors and Supporters
8/8/2019 Every Child No 3, 2010
16/20U . S . F u n d o r U N I C E F
Giving back is powerful. I rst became
aware of this when I was in high school
and volunteered to help a young man
with cerebral palsy. His sense of grati-
tude for the time we spent together in-
spired me to look at people differently, to
remember the power of kindness, and to
see how important it is to always try to
positively impact someone elses life.
Throughout my adult life, my desire
to give back has informed my philan-
thropy as well as my decision to support
different causes. My involvement withthe U.S. Fund for UNICEF began when
I attended a luncheon and heard Ish-
mael Beah speak about his experience as
a child soldier in Sierra Leone and how
his life was saved and transformed byUNICEF workers in a rehabilitation
camp. Ishmaels story demonstrates
UNICEFs determination to go to any
length to save the life of a child.
When I talk to other people about
UNICEF, I tell them very simply:
UNICEF works! UNICEF saves lives!
Over the last 50 years, UNICEF has made
phenomenal progress and has helped to
cut the number of global child deaths by
more than half. UNICEF has the exper-tise garnered from more than 60 years of
experience, as well as access on a scale
unavailable to other organizations. It has
earned the trust of governments, organi-
zations, and local communities becauseof its commitment to their people and to
their needs. UNICEF has also earned the
trust of donors because they know that
for every dollar donated to the U.S. Fund
for UNICEF, less than 10 cents is retained
for administrative costs. The rest goes to
help children.
UNICEFs mission couldnt be more
urgent, and I believe that we all have a
responsibility to make sure it is fullled.
All children deserve to be protected. Allchildren deserve to be saved. With our
support, UNICEF will make sure that we
will reach a day when zero children die
from preventable causes.
p a r t N E r p r o F I l E s
UNICEFs mission
couldnt be more urgent,and I believe that we all
have a responsibility to
make sure it is ulflled.
Why I Give:Barrie Landry
8/8/2019 Every Child No 3, 2010
17/20E v e r y C h i l d N o . 3 , 2 0 1 0
p a r t N E r p r o F I l E s
My parents are both physicians and,
from a very young age, they took me
with them as they did volunteer work.
They provided health care to those who
couldnt afford it, both in Seattle where
we lived and in other countries. My
grandparents lived in Asia, and in the
summer we would volunteer at hospitals
and clinics there. When I was just 11, I
traveled on my own to Canada and spent
the summer working for the Red Cross.
After that, I spent more than 15 summers
doing volunteer work and internships
abroad, learning foreign languages, and
most importantly ex-
periencing cultures and life-
styles vastly different than
my own. My parents felt very
strongly about exposing us
to the idea of helping others,
and its something that I look
forward to sharing with my
kids as well.
I initially became involved
with UNICEF through the
U.S. Fund for UNICEFs
Womens Luncheon Series in Boston and
have since become a member of its steer-
ing committee. Its a wonderful program
that really connects me with world issues
I care about and with the incredible work
UNICEF is doing. At an
event last year, the speaker
described the conict-driv-
en violence against women
and children in the Congo.
It left me feeling angry, but
also made me want to do
more. At this stage of my life
with two little ones and
another one on the way I
cant volunteer abroad the
way I used to. But through
UNICEF, I can do my part
from a distance.
I like how the U.S. Fund
keeps its supporters well informed about
emergencies and other humanitarian is-
sues, as well as UNICEFs efforts and the
progress being made. With Haiti, for in-
stance I know theres still a long road
ahead, but its good to see all the ways
my contribution is helping UNICEF im-
prove the situation there.
Having children has really brought
home for me how important UNICEFs
work is. When your child has a fever, it
feels like a big deal. But there are so many
children in other countries who dont get
any health care at all. I want to do my
part. And as soon as my kids are ready, I
cant wait to take them on some UNICEF
eld visits.
Why I Give:Jeannette Hsu-McSweeney
...there are so many
children in other
countries who dontget any health care at
all. I want to do my part.
8/8/2019 Every Child No 3, 2010
18/20U . S . F u n d o r U N I C E FU . S . F u n d o r U N I C E F
I N s I d E t h E U . s . F U N d C o N t I N U E d
Photo CreditsCover: UNICEF/NYHQ2009-2297/Kate Holt
P1: U.S. Fund or UNICEF
P2: UNICEF/NYHQ2010-1270/Marta Ramoneda
UNICEF/NYHQ2010-1295/Marta Ramoneda
UNICEF/NYHQ2010-1248/Cli Volpe
UNICEF/NYHQ2009-2566/Pierre Holtz
P3: UNICEF/NYHQ2010-1557/. ZAK
P4: U.S. Fund or UNICEF/Jen Banbury
UNICEF/NYHQ2006-2264/Giacomo Pirozzi
UNICEF/NYHQ2009-1229/Giacomo Pirozzi
P5: UNICEF/ITAL2010-0040/Alredo Falvo
UNICEF/NYHQ2005-0761/Pallava Bagla
UNICEF Myanmar/2007/Win Naing
P6: UNICEF/NYHQ2009-1913/Giacomo Pirozzi
UNICEF/NYHQ2010-1640/Marta Ramoneda
UNICEF/NYHQ2009-1234/Giacomo Pirozzi
P7: U.S. Fund or UNICEF/Jen Banbury
P8: Let to right: Joe Vericker; Casey Marsh;
Jennier Lopez; Ted Tyndor; Joe Trofno;
Caryl M. Stern
P9: UNICEF/NYHQ2010-1558/. ZAK
UNICEF/NYHQ2009-0028/Iyad El Baba
P10-11: U.S. Fund or UNICEF
P12: U.S. Fund or UNICEF/Jim Salzano
U.S. Fund or UNICEF
P14: UNICEF/NYHQ2010-0668/Olivier Asselin
Courtesy o Barrie Landry
P15: Courtesy o Jeannette Hsu-McSweeney
UNICEF/NYHQ2008-1193/Kate Holt
P16: UNICEF/NYHQ2005-1407/Christine Nesbitt
IBC: UNICEF/NYHQ2010-0750/Roger LeMoyne
Courtesy o Harriet Natsuyama
Envelope: UNICEF/NYHQ2006-2866/Julie Pudlowski
Fighting for Children on Capitol Hill
Highest Rating for Six Consecutive Years
We are pleased to announce that the U.S. Fund for
UNICEF has received its sixth consecutive four-star
rating from Charity Navigator, Americas premier
independent charity evaluator. Only three percent of
charities evaluated by this trusted organization have
received its highest ranking for at least six straight
years. This demonstrates that the U.S. Fund for UNICEF
consistently executes its mission in a scally respon-
sible way, and outperforms most other charities
in America.
For more inormation, please visit uniceusa.org/charitynavigator
The U.S. Fund for UNICEFs Ofce of
Public Policy and Advocacy (OPPA) takesthe ght for child survival to the halls of
power in Washington, D.C., advocating
for the U.S. Governments annual con-
tribution to support UNICEFs core pro-
grams as well as championing legislation
that advances childrens health and well-
being around the world.
OPPA staff members meet with leg-
islators, write letters, coordinate testi-
mony for public hearings, and forge alli-
ances with other organizations that share
UNICEFs goals. But their success also
depends on UNICEF supporters beyondthe Beltway. Advocacy is not a spectator
sport, says Martin Rendn, Vice Presi-
dent of the OPPA. We are asking all of
our supporters whether theyre do-
nors or volunteers to be involved.
As a result of OPPA efforts as well as
the advocacy of UNICEF supporters
around the country the U.S. Govern-
ment has steadily increased its contri-
bution to UNICEF over the last sev-
eral years. For scal year 2011, both the
House Appropriations Subcommittee
and the Senate Appropriations Com-mittee have recommended $134 million
to support UNICEFs work. This would
be an increase of $1.75 million over last
year and would be the largest amount the
U.S. Government has ever allocated to
UNICEF. As of this writing, nal action
on both appropriations bills is expected
sometime this fall.
To advocate on behal o UNICEF, please visituniceusa.org/advocate
8/8/2019 Every Child No 3, 2010
19/20
Danny Kaye SocietyThe U.S. Fund
for UNICEF
Recognizing Those Who Have Invested
in the Future o the Worlds Children
t en e u w yu cn cee egcy ie uue genein cien,ee cnc Ken mezge -ee (866) 486-4233, ei [email protected].
Wen I w eni in ig c, I g ci g e unieiy
n uy cience. I w n iign iy wi ie ney n i
ey cnge y ie. becue eucin, I w e e iy
we-ying n ccuue i ing. Nw I wn u
UNICEF iin gie cien, eeciy gi, e e cnce ie.
Im leaving money to UNICEF through my trust because I want
to return the git I was given to the whole world.
Harriet NatsuyamaDanny Kaye Society Member
(formerly the U.S. Fund for UNICEF Legacy Society)
8/8/2019 Every Child No 3, 2010
20/20
U.S. Fund or UNICEF
125 Maiden Lane, New York, NY 10038
1.800.FOR.KIDS
uniceusa.org
2010 U.S. Fund or UNICEF.
All rights reserved
No child should die o a preventable cause. Every day 22,000 do. We believe that number should be zero.
Believe in zero.
The U.S. Fund or UNICEF has
earned 6 consecutive 4-star
ratings rom Charity Navigator.
Only 3% o charities evaluated
by this trusted organization havereceived its highest ranking or
at least 6 straight years.
We meet all 20 o the Better
Business Bureaus Wise Giving
Alliance Standards or Charity
Accountability.