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Overall proposition

The Agenda Introduction

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2 UNICEF Opening Ceremony touch points

UNICEF locations and programmes

‘Flying Scots’ and UNICEF Ambassadors

The ‘give’ mechanism

A. Draft scripts

B. Sample regional video

Next steps 6

How digital helped UNICEF and Glasgow 2014

Commonwealth Games raise £5m for children

Scottish Council for Voluntary Organisations – Comms Rewired 2nd October 2014, Glasgow

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Approach based on UN Convention on the Rights of the Child - to help every child reach their full potential.

UNICEF works in more than 190 countries including almost all Commonwealth nations and territories UNICEF UK raises money for UNICEF’s global work and advocates for rights to be realised for all children

UNICEF International World’s leading organisation for children

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Programmes in Scotland (and across the UK) 1. Rights Respecting Schools Award

• Working with 30% of all schools in Scotland on developing rights and values

2. Baby Friendly Initiative

• Working with health professionals & hospitals in all 32 local authorities

3. Child Rights Partners

• Working with local authorities in Glasgow & Edinburgh

UNICEF in Scotland Fundraising, advocacy and programmes

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UNICEF, sport and culture Reaching the hardest to reach

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UNICEF & Glasgow 2014 Official Charity Partner for the Games

The Put Children First Appeal

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Official Charity Partnership Vision and Objectives

1. Create the biggest moment for children ever around a major sports event enabling us to…

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Official Charity Partnership Vision and Objectives

2. Reach every child in Scotland and children in every Commonwealth country by 2018

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Official Charity Partnership Vision and Objectives

3. Create a blueprint for future major sports events to benefit disadvantaged children

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Digital Activation Opening Ceremony

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Digital Activation Opening Ceremony – Digital Command Centre

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Donation Platform Te

ch

Unicef.org.uk

Monitor/Track

Monitor/Track

Digital Command Centre

Push

Pull

Posting

Key Influencers: Retweet & Interact

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Proactive: Interact with followers on key hashtags (#Glasgow2014, #OpeningCeremony…)

Reactive: Reply (Own channels)

Digital Paid Marketing

Unicef.org.uk/Youtube

Monitor/Live Optimization

Publish Content Oth

er

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Digital Lessons Learnt

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What worked well

• Announcement Video - a combined, international effort

• Flying Scots campaign - a local, engaging push

• Having several digital touchpoints with athletes and public during the Games

• Continuous social coverage (live from Glasgow + London)

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Digital Lessons Learnt

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What worked well

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Digital Lessons Learnt

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• SportFirst (social engagement initiative) – need strong PR/social ideas behind it

• Web/Content Plan + Outreach – more innovative, more shareable, more of it

• Maximising the momentum – prepare follow-up initiatives (ex: 1M text donations SMS/Email)

What could have worked better

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Overall Results #bestgamesever

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• Over £5m raised for UNICEF’s work - new audiences

• First internationally connected UNICEF appeal

• Significant international and UK brand value • Increase of 17% awareness of UNICEF in Scotland • 50% of surveyed public knew of Put Children First campaign

• Door opener for future major sports partnerships

THANK YOU