Break Their Fast | UNICEF

Help bring food and clean water to thousands of Syrian refugees & the Rohingya children, by driving donations during the month of Ramadan. We also had to generate positive sentiment towards UNICEF and create engagement. Convincing to donate takes time because people love procrastinating. We had to convince people to take action at a time when all brands shout the same message.

CREATIVE SOLUTION

Everyone is waiting for something; a personal contentment or achievement, while children are waiting for their basic need to be fulfilled. 

We launched ‘Break Their Fast’, a campaign that compared people’s wait to break their fast with the more pressing wait of many unfortunate children around the world – a wait for life’s basic necessities 

We made people act now, not later. Help urgently, not eventually. 

In any given day during Ramadan our message would change multiple times depending on the time of the day maximizing the relevancy and the opportunity to convert.

We even got the most influential people of the online world to join in the movement. They could either advocate and donate or add a simple blue UNICEF border to their content to pledge their support.