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Overall proposition 
The Agenda 
Introduction 
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3 
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UNICEF Opening Ceremony touch points 
UNICEF locations an...
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Approach based on UN Convention on the Rights of the Child - to help every child reach their full potential. 
UNICEF...
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Programmes in Scotland (and across the UK) 
1.Rights Respecting Schools Award 
•Working with 30% of all schools in S...
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UNICEF, sport and culture 
Reaching the hardest to reach
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UNICEF & Glasgow 2014 
Official Charity Partner for the Games 
The Put Children First Appeal
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Official Charity Partnership 
Vision and Objectives 
1. Create the biggest moment for children ever around a major s...
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Official Charity Partnership 
Vision and Objectives 
2. Reach every child in Scotland and children in every Commonwe...
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Official Charity Partnership 
Vision and Objectives 
3. Create a blueprint for future major sports events to benefit...
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Digital Activation 
Opening Ceremony
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Digital Activation 
Opening Ceremony – Digital Command Centre
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Donation Platform 
Tech 
Unicef.org.uk 
Monitor/Track 
Monitor/Track 
Digital Command Centre 
Push 
Pull 
Posting...
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Digital Lessons Learnt 
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What worked well 
•Announcement Video - a combined, international effort 
•Flying Scot...
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Digital Lessons Learnt 
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What worked well
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Digital Lessons Learnt 
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•SportFirst (social engagement initiative) – need strong PR/social ideas behind it 
•W...
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Overall Results 
#bestgamesever 
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•Over £5m raised for UNICEF’s work - new audiences 
•First internationally...
THANK YOU
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How UNICEF & Glasgow 2014 raised £5m

Marta Peres Ro, Commonwealth Games Digital Producer, gives an insight into how UNICEF UK teamed up with Glasgow 2014 Commonwealth Games to raise money and awareness to put children first across the Commonwealth.

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How UNICEF & Glasgow 2014 raised £5m

  1. 1. 0 Overall proposition The Agenda Introduction 1 3 4 5 2 UNICEF Opening Ceremony touch points UNICEF locations and programmes ‘Flying Scots’ and UNICEF Ambassadors The ‘give’ mechanism A. Draft scripts B. Sample regional video Next steps 6 How digital helped UNICEF and Glasgow 2014 Commonwealth Games raise £5m for children Scottish Council for Voluntary Organisations – Comms Rewired 2nd October 2014, Glasgow
  2. 2. 0 1 Approach based on UN Convention on the Rights of the Child - to help every child reach their full potential. UNICEF works in more than 190 countries including almost all Commonwealth nations and territories UNICEF UK raises money for UNICEF’s global work and advocates for rights to be realised for all children UNICEF International World’s leading organisation for children
  3. 3. 0 1 Programmes in Scotland (and across the UK) 1.Rights Respecting Schools Award •Working with 30% of all schools in Scotland on developing rights and values 2.Baby Friendly Initiative •Working with health professionals & hospitals in all 32 local authorities 3.Child Rights Partners •Working with local authorities in Glasgow & Edinburgh UNICEF in Scotland Fundraising, advocacy and programmes
  4. 4. 0 1 UNICEF, sport and culture Reaching the hardest to reach
  5. 5. 0 1 UNICEF & Glasgow 2014 Official Charity Partner for the Games The Put Children First Appeal
  6. 6. 0 1 Official Charity Partnership Vision and Objectives 1. Create the biggest moment for children ever around a major sports event enabling us to…
  7. 7. 0 1 Official Charity Partnership Vision and Objectives 2. Reach every child in Scotland and children in every Commonwealth country by 2018
  8. 8. 0 1 Official Charity Partnership Vision and Objectives 3. Create a blueprint for future major sports events to benefit disadvantaged children
  9. 9. 0 1 2 Digital Activation Opening Ceremony
  10. 10. 0 1 2 Digital Activation Opening Ceremony – Digital Command Centre
  11. 11. 0 1 2 Donation Platform Tech Unicef.org.uk Monitor/Track Monitor/Track Digital Command Centre Push Pull Posting Key Influencers: Retweet & Interact Social Proactive: Interact with followers on key hashtags (#Glasgow2014, #OpeningCeremony…) Reactive: Reply (Own channels) Digital Paid Marketing Unicef.org.uk/Youtube Monitor/Live Optimization Publish Content Other
  12. 12. 0 1 2
  13. 13. 0 1 Digital Lessons Learnt 2 3 What worked well •Announcement Video - a combined, international effort •Flying Scots campaign - a local, engaging push •Having several digital touchpoints with athletes and public during the Games •Continuous social coverage (live from Glasgow + London)
  14. 14. 0 1 Digital Lessons Learnt 2 3 What worked well
  15. 15. 0 1 Digital Lessons Learnt 2 3 •SportFirst (social engagement initiative) – need strong PR/social ideas behind it •Web/Content Plan + Outreach – more innovative, more shareable, more of it •Maximising the momentum – prepare follow-up initiatives (ex: 1M text donations SMS/Email) What could have worked better
  16. 16. 0 1 Overall Results #bestgamesever 2 3 4 •Over £5m raised for UNICEF’s work - new audiences •First internationally connected UNICEF appeal •Significant international and UK brand value •Increase of 17% awareness of UNICEF in Scotland •50% of surveyed public knew of Put Children First campaign •Door opener for future major sports partnerships
  17. 17. THANK YOU

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