UNICEF Canada begins Halloween Heroes campaign
UNICEF Canada has begun a new campaign called “Halloween Heroes.” Developed by Juniper Park TBWA of Toronto, the campaign supports the organization’s annual Halloween-themed Orange Box fundraising initiative. The digital effort includes a video that depicts four original characters used in past campaigns. This is accompanied by social media content, email marketing and a website at <http://www.unicef.ca/halloweenheroes>. The creative encourages children and their families to “defend the rights of children to have a safe and happy childhood no matter where they are growing up.” This is UNICEF Canada’s first Halloween fundraising initiative in 13 years.
“The Orange Box and its characters hold a special place in the hearts of Canadians,” said Jenny Glover, executive creative director at Juniper Park TBWA. “While the times have changed, UNICEF’s goal to empower Canadian youth around this important cause has not. So to us, it only made sense to reinvent the heroes of yesterday for the new generation.”