U.S. Fund for Unicef

Suffering from compassion fatigue and losing ground to competitors, the U.S. Fund for UNICEF felt the
pressure to restructure its image.

Interviews with stakeholders – and audits of materials – lead to the following actions on our part:

• creating a tagline to reinforce UNICEF’s positioning: “Saving children’s lives – Building children’s futures”
• changing the beseeching tone of voice to information about disbursement of funds, ways of involvement,
  progress and achievements;
• changing images of starving children with ones showcasing activities