Unicef asked us to create a social challenge that drives donations for the hidden victims of COVID-19, vulnerable children.
During the madness of the pandemic we created the #ChildhoodChallenge, an Instagram challenge to share a childhood picture and the happy memory attached to it. People were then encouraged to donate to Unicef and nominate their friends to do the same, to help more children enjoy happy childhoods.
We created a toolkit, giving local markets everything they needed to role out the campaign and help get local ambassadors involved too.
We created a suite of Instagram GIFs and stickers that people were able to use to amplify the campaign
12 local markets adopted the challenge!
UNICEF ambassadors, such as Messi, took on the challenge - helping us engage a huge audience without the need for paid media. Messi's post alone reached over 180 million people!
30,000 uses of the hashtag without paid media.