To bring attention to this daunting issue, UNICEF created an eye-catching stunt during the week of the UN General Assembly. 27 empty school buses with provocative headlines were caravanned around New York City. Billboard media was purchased in Times Square as part of media strategy to help elevate the activation. There was also lunch boxes addressed to world leaders left behind containing the report to make sure they received all the facts.

The stunt was engineered to maximize impact at a crucial moment in one of most difficult environments to break though.

To achieve this, long decals were adhered to three sides of 27 buses with crucial facts that were impossible to be ignored. These buses created a caravan and drove all over the streets of New York City ending their trip in front of the United Nations. Then to ensure the point was received lunch boxes with the report were left for world leaders. The message was scaled with digital billboards throughout Times Square along with organic social conversation.

The project itself was extremely fast and urgent, only two weeks prior to the activation. Production was done in a matter of days and culminated on September 17th, 2017.

All the buses were rented from various school bus depots in Brooklyn, NY. Printing of all the materials were sourced locally as well.

The stunt sparked conversation that extended beyond the day of the event. It began discussions on several social media outlets and the press. Most importantly the topic was brought up during the UN General Assembly.

UNICEF social following increased by 5% along with an increase in donations.