The Matale Line developed this strategic and creative platform upon which the U.S. Fund for UNICEF brand could build their communications, across programs and across mediums, internally and externally. It “revolutionized UNICEF’s approach to fundraising and advocacy,” according to the fund’s chief of marketing/communications, Jay Aldous. For its effectiveness, the campaign was heralded by The Chronicle of Philanthropy, as well as the book Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results (AFP/Wiley).
At a recent international summit, all 36 national UNICEF committees voted, and ranked our U.S. campaign as the year’s best. Since then, UNICEF committees in country after country have been adopting our platform as their own. For us, seeing others elsewhere around the world breath new life into the campaign—interpreting it in their own ways, making it bigger than any one writer or art director or agency or country—has been immensely gratifying. A handful of examples follow.
I Believe in Zero, the book