FUNDRAISING IMPACT THROUGH CREATIVITY UNICEF Australia

VaccinAid: Give the World a Shot

Team Carat Australia

The Kite Factory

UNICEF has been responding to the impacts of the pandemic since its earliest days – from providing critical PPE and medical supplies, to ensuring children can still access essential health care, routine vaccinations, education, and other essential services. At the start of 2020 they became the delivery partner for COVAX, a collaboration between 191 countries to ensure every country in the world had fair and equal access to the COVID-19 vaccines.

Finalist

In July 2021, VaccinAid was launched which called on all Australian’s to ‘Give the World a Shot’ by paying their vaccine forward to help UNICEF deliver vaccines to low and middleincome countries. The creative was essential to the campaign’s success. It was playful, optimistic and focused on what people could do to help end the pandemic.

The placement and timing of the creative was critical to the success. QR codes were put near vaccination centres, with the simple message: “You’ve had your shot, now give the world a shot”. When Sydney Airport began opening up, they made sure the campaign was visible throughout the terminal. Once cinemas reopened, a tailored advertising campaign with a giant QR code to donate was rolled out. Over 7,500 individuals and businesses supported the campaign raising $2.6M and over 1.6B vaccines were able to be delivered to 146 countries.