To bring child labour to the attention of our daily lives, we introduced a remarkableprofessional on LinkedIn: Jusuf Ad Assalia. A 14 year-old miner who spent seven yearsworking in a gold mine. When visiting Jusuf's profile, the page is taken over by an invite toshare his profile and thus supporting UNICEF's fight against child labour.To create traffic to the profile we created a banner with the message 'Jusuf has viewed yourprofile most often today'. This was based on the insight that the 'who's viewed my profile' isthe best viewed feature on LinkedIn.To gain even more traffic during the campaign UNICEF volunteers visited daily hundreds LinkedIn profiles locked in as Jusuf. So also on the real "who viewed my profile" page Jusuf would pop up.

The Dutch were confronted with child labour in an engaging way and proved they did not put up with child labour. They were activated in different ways, e.g. sending a text message donation, contributing a donation, sharing Jusuf’s profile with their network.

THE RESULTS:12,000 new contributors150,000 text message donations200% more visitors on UNICEF.nl483,464 visits on Jusuf’s profile3,500 schools joined the campaignThanks to the campaign, 15,000 children are now in the classroom instead of the mines.