UNICEF TEAM

In 2023, South Korea's individual donation rate fell to 20%, due to public fatigue from
guilt-inducing fundraising and perceived lack of donation impact.

With increasing non-profits and growing global needs, UNICEF faced challenges in recruiting monthly donors, necessitating a fresh fundraising approach.

We've identified an opportunity based on two insights:
a shift in social trends and changes in public motivations for donations.

Despite stagnation in donation culture, 'Conscious Consumerism' has gained popularity.
People are eager to unite with like-minded individuals, especially admired celebrities.
Also, we have found that Koreans now prioritize personal satisfaction over sympathy in donations, unlike 20 years ago.

We decided to make donating attractive.
UNICEF's brand value, along with admired figures and tangible symbols representing
'One Team for every child', could serve as key incentives for donations.

After redefining donors as 'UNICEF TEAM', we brought 17 top Korean actors of various ages and genders as personas. With a ring symbolizing the connection between UNICEF, children, and donors, we aim to let donors proudly show they're on the same team with admired actors.