It was the viral success of the ALS Ice Bucket Challenge back in 2014 that first proved just how powerful social media can be for charity fundraising. Since then, many organizations have looked to mobilize people online in order to drive donations–and now Unicef is looking to raise funds for coronavirus with a new #OneLoveChallenge.
In a campaign created by VaynerMedia London that spans TikTok, Instagram, Twitter, LinkedIn and Facebook, the charity is challenging people to share videos that depict their idea of “One Love” to the tune of Bob Marley’s classic song, which his family has re-released for the campaign. All proceeds from sales and streams of the track, first released in 1965, will go to Unicef.
After they share the video, participants are encouraged to nominate five friends to do the same and each donate $5 to the charity. The agency has created a Unicef-branded Instagram filter to drive engagement.
The money raised, Unicef said, will go toward providing soap, masks, gloves, hygiene kits and protective equipment for vulnerable children and their families. It will also be used for supporting better education and healthcare.
Jewelry brand Pandora has pledged to match #OneLoveChallenge campaign donations up to $1 million.
“We’re really excited to be a part of this campaign,” said Gary Vaynerchuk, CEO of VaynerMedia, “and with the pandemic causing dramatic shifts in audience behaviors and how they view the world, uniting everybody around the theme of global solidarity is particularly apt right now.”
Agency: VaynerMedia London
Title: One Love
Agency contact: Miles Byrd, senior account manager
Client: Angus Ingham, Unicef
Copywriter: Archie Challen
Art director: Rob DeSouza
Strategist: Brandon O’Neil
Designer: India Pearce
Project manager: Hannah Colling
Account director: Natalia Kasnakidis
Associate creative directors: Dan Fryer and Gate Lambert.
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