UNICEF Canada conducts unboxing campaign
UNICEF Canada has begun a holiday season campaign called "Unbox Possibilities" in support of its Survival Gifts initiative. The campaign, developed by Haft2 and Republic of Toronto, encourages consumers to donate to the organization in order to give the gift of survival. The initiative consists of online videos made in the style of "unboxing" videos, in which consumers open the packages of new purchases. The five campaign videos depict real Survival Gift recipients in Haiti opening their packages from UNICEF. The videos will be posted to the UNICEF Canada YouTube channel.
A number of Canadian YouTube personalities will also participate in the initiative by posting their own Survival Gift unboxing videos to their own channels. Additional campaign elements include radio advertising, blogger relations and social media activities. Media buying was conducted by Twenty6Two. The campaign will run until the end of the year.
"This year we wanted Canadians to experience the real impact of the gift of survival, so we're not only bringing it to life for them in new ways, but we are putting that gift into their hands literally," said Wendy Batchelor, director of marketing at UNICEF Canada. "There is something so tangible about purchasing a UNICEF Survival Gift that often gets missed for consumers here in Canada. We wanted to bring the realness of how buying a package of plumpy'nut or the gift of rehabiliatation to a child soldier can actually change a child's life."