U.S. Fund for Unicef
New York, NY
Suffering from compassion fatigue and loosing ground with competitors, the U.S. Fund for UNICEF felt the pressure to restructure its image.
Interviews with stakeholders and competitors, and audits of their materials, led to the following.
We recommended:
- creating a tagline to reinforce UNICEF’s positioning: “Saving children’s lives • Building children’s futures”
- changing the beseeching tone of voice and images of starving children to information about disbursement of funds, ways of involvement, progress and achievements
- educating copywriters to use a proactive voice (“we are doing” vs. “children are still dying...”); and photo editors to show interaction (UNICEF staff on location) and progress (a child holding a health certificate, another smiling with confidence...)
