The insight: No child should ever die from a cause the world has the power to prevent. The action: Tap the power of the human spirit and build a community of believers. Enter “Believe in Zero,” the campaign my team and I created for UNICEF. The result: According to the fund’s then-CMO, our platform “revolutionized UNICEF’s approach to fundraising and advocacy.” For its effectiveness, the campaign was heralded by The Chronicle of Philanthropy, as well as the book Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results (AFP/Wiley).
At a recent international summit, all 36 national UNICEF committees voted, and ranked our U.S. campaign as the year’s best. Since then, UNICEF committees in country after country have been adopting our platform as their own.
Teammates | Brad Roberts • Teresa “Riff” Ellis • Countless others around the world