Elevating your brand with UNICEF
See how UNICEF’s bespoke partnership campaigns transform customers to fans, business contacts to allies, and from corporate to thought leaders.
A partnership with UNICEF is a solid demonstration of your company’s solidarity in protecting and nurturing future generations. While your funds keeps our programmes running, see how UNICEF’s bespoke partnership campaigns transform engagement: turning audiences into supporters, collaborations into alliances and your initiatives into examples of forward-thinking, socially responsible leadership.
Reaching mass audience
Together UNICEF and JDT Football Club partnered to champion children’s rights in Malaysia and the world. The partnership is a combination of a grant, supporter fundraising and awareness raising campaigns on child protection, healthy eating habits and environmental action.
Through social media and traditional media, we reached 60 million audience to elevate the brand to be “more than just football”. During match days, the stadium featured select UNICEF branding elements, providing exposure to passionate football fans and online viewers. During World Children’s Day - our signature annual event, JDT hosted a “Kids Takeover” football match to maximize brand visibility and engage fans deeply in the cause.
Customer and employee engagement
easyJet and UNICEF have been partners since 2012 and through the “Change for Good” campaign, easyJet’s crew and customers have raised over $21.7 million to provide every child with an opportunity to access learning.
Through this partnership, we have engaged and inspired its 15,000 staff worldwide by letting the workforce vote to decide where the funds go and an innovative WhatsApp group that gives staff a direct line to emergency updates in real time. The partnership also invites EasyJet's 69 million passengers to make an impact from as early as purchasing their flight tickets and throughout the in-flight experience.
Market expansion
Since 2021, Unilever and UNICEF have partnered to drive transformational change for communities and millions of children around the world. Funds raised through purchases of Domestos bottles have been used to help 28 million people have better sanitation and improve access to toilets.
Better sanitation has opened new markets for Unilever’s product while delivering band value and saw an uptick in sales across global markets. The partnership has also improved the brand’s positive perception.
Cause-related marketing
Since 2006, through its “1 Pack = 1 Vaccine” campaign, Pampers has supported UNICEF’s Maternal and Neonatal Tetanus (MNT) Elimination Programme, a global campaign to protect the lives of mothers and babies from a preventable disease. Pampers has successfully donated 300 million tetanus vaccines, helping to protect 100 million women and their babies around the world. In 2021, nearly one million newborn lives have been saved through the support of Pampers.
The campaign has driven more sales and market share growth, improved brand perception, and generated unprecedented press coverage. The extra sales and profit also meant that Pampers were able to do more good through
This shared value gives credibility and authority to venture into new market that would be difficult to do alone
Growing thought leadership
Since 2015, the LEGO Foundation, the LEGO Group and UNICEF have been empowering children to become creative, engaged, lifelong learners through play. Through the influence, reach and investment of our three organizations, we seek to embed play in classrooms, households and communities around the world, creating an environment that allows children to develop their full potential, including the academic and life skills needed to thrive in the 21st century.
Thanks to this partnership, we saw the successful implementation and advocacy for the Children’s Rights and Business Principles for example :
- the South African government has adopted play-based learning as a fundamental principle and is developing policies to bring play-based learning into classrooms and pre-school facilities nationwide.
- In Paraguay, we rolled out an enhanced version of the Care for Child Development package through municipal authorities and three national programmes. We also designed the Caring for the Caregiver training package, which aims to strengthen the capacity of frontline workers to promote and support the emotional well-being of parents and caregivers.
- Introduced play as a means to provide psycho-social support to conflict-affected children. Since 2015, the LEGO Group and the LEGO Foundation has donated LEGO® PLAY Boxes and helped to train practitioners and staff reaching around 500,000 vulnerable and conflict-affected children in Egypt, Iraq, Jordan and Ukraine.
A partner trusted by Malaysian business leaders
Independent research shows that Malaysian business leaders see UNICEF as a trusted partner for meaningful ESG and SDG action.
