Background and Challenges
Public-Private Partnerships establish community involvement in UNICEF's goal of lowering the number of deaths among children by preventable causes to zero. The cause is supported by “Believe in ZERO” a communications platform.
Many children’s charities vie for attention. All should be worthy but UNICEF is unique in focusing on the most vulnerable. Campaigns must appeal to the most at-risk, marginalized persons in society as well as corporate donors.
We developed a system of names for UNICEF Vietnam's PPP initiatives, including related copywriting and messaging; graphics were developed by Rice Creative. We name-developed ZEROworkplace for a program of health education in factories; and we name-developed ZEROtalks, for a high-level forum for government and business owners to dialogue about children’s rights and wellbeing.
Concise messaging combined with the minimalist graphics by Rice Creative cut through the clutter of other organizations competing for attention. Simplicity has a powerful effect, and UNICEF has been able to attract many public and private partners for its campaigns.