THE KOREAN COMMITTEE FOR UNICEF, Seoul / UNICEF KOREA / 2020
1. Current status of non-profit market
The participation rate in individual donations has steadily declined since 2011, and the participation of millennials, the future, and center generation of sponsorship in particular has been relatively low. As the number of sponsors declined, competition to win a limited number of potential sponsors intensified. The gloomy campaigns that appeal to the sense of responsibility often used by non-profit organizations including UNICEF have made the public uncomfortable and tired.
2. Campaign goal
To create a campaign unique to UNICEF that will transform millennials’ perception of sponsorship from negative to positive and innovate the sponsorship market by setting millennials as a new growth engine in the stagnant sponsorship market.
A campaign that creates hope for children with the HOPE Ring, a symbol of UNICEF sponsors.
The HOPE Campaign by UNICEF promotes through the HOPE RIng how the act of sponsoring can transform the sponsor’s own life in a cool and valuable way. Positioned as a symbol of a UNICEF sponsor who presents hope to children and changes the world, HOPE Ring is given only to those who applied for regular sponsorship through the campaign. It’s also the key idea of the campaign that implicitly and intuitively shows the life changed through sponsoring.
Let millennials feel that sponsoring UNICEF is valuable not only to the beneficiaries but also to the sponsors themselves.
Millennials have the potential to lead the future of the sponsorship market. Many researches show that millennials seek to realize their values through ‘value-driven consumption.’ There has been a theory that millennials will be participating in sponsorship when they are assured that sponsoring not only helps people in need but also reveals and realizes their values, and this has been validated by several previous campaigns' results.
We set the brand of UNICEF sponsors as a great leader that drives social change and created the HOPE Ring as the main idea to convey the brand intuitively and symbolically. The ring was presented to those who applied for regular sponsorship. This allowed millennials to see the value of sponsorship and what it means to them in the most intuitive way.
A brand experience that sensuously stimulates the desire for self-realization and value realization.
The campaign’s major outputs including microsites, videos, and online display advertising materials sensuously captured the wonderful images of the millennials sponsoring UNICEF, stimulating the desire of potential sponsors. The interviews with sponsors who experienced changes in their lives by participating in the HOPE Campaign as well as the design and meaning of HOPE Ring were delivered through the three microsites. The campaign video that resembled a fashion brand advertisement showed millennials working with UNICEF, which made the viewers imagine themselves changing through participating in the campaign.
For millennials who communicate through social media, Facebook and Instagram, which were used as communication channels only, were utilized as fundraising channels (paid media). More than 40% of the advertising budget was spent on social media channels such as Facebook, Instagram, and Youtube.
Millennial-centered sponsorship campaign, which has become a new trend in the sponsorship market with an overwhelming performance.
About 70,000 sponsors had life-changing experiences by participating in the HOPE campaign, with more than half of the participants being millennials. The donations raised through the HOPE campaign became 1.1 billion water purifiers, 60 schools, and 47 million malnutrition treatment meals, giving hope to thousands of children around the world. The campaign spread widely as campaign participants including influencers and celebrities voluntarily posted their participation on social media channels. 3,515 photos showing the sponsorship participation were posted, creating a new trend in the sponsorship market in Korea. The media introduced ‘Good Goods’ syndrome and cited the HOPE campaign and the HOPE Ring as examples.