First in,
Last out

In Korea’s increasingly competitive donation market, the need for a campaign to encourage sustainable regular donations has become evident. UNICEF recognized the necessity of an overarching emergency relief umbrella campaign that would encompass one-off campaigns launched during emergency relief events. Emphasizing the expertise and unique strengths of UNICEF's emergency relief efforts, which set it apart from other NGOs, was a key focus.

Highlighting UNICEF’s role as the first to arrive at crisis scenes and the last to leave, standing by children until the very end, the campaign adopted the slogan “First In, Last Out.” To differentiate it from other fundraising campaigns, key visuals were designed using a police line motif and red color palette to convey urgency and the critical nature of emergency relief efforts. The campaign also created an umbrella webpage that archives all of UNICEF’s emergency relief fundraising initiatives and features a global map showcasing UNICEF's operational regions, further emphasizing their expertise and scope of action.