For Sofia

Background

Swedes appeared to be able to cope with just one issue at a time. This meant many serious problems simply never got covered by the media. Also, Swedes have an obsession with names and faces. When a boy with a name got washed up on the shore, Sweden reacted with an outpouring of emotion. But if a raft sinks and 150 people drown, it got ignored.

In this context, the challenge for UNICEF was to get more donors for its World Parents programme.