Background
UNICEF is one of the world’s most successful charities and yet in Australia UNICEF had a donation problem. Out of 28 OECD nations, Australia ranked 17th in per capita contributions to UNICEF even though it ranked fifth in per capita GDP. Australians could be giving to UNICEF, but they just weren’t. This was all the more worrying, as donations had never been more needed. Every 5 minutes, a child was killed by violence.
The brief was simple; how could UNICEF drive donations from as many people, as soon as possible?
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