This document summarizes UNICEF Netherlands' mobile campaign to address malnutrition. The campaign aimed to raise awareness of malnutrition among a large, younger audience and motivate them to donate by text message. UNICEF partnered with major TV and radio stations who promoted the campaign and call to action. Over 260,000 text messages were received, generating 193,000 new leads. The campaign successfully increased awareness of malnutrition and engaged over 200,000 people to take action through a simple mobile donation. Combining free publicity through celebrities and paid media placements reached a wide audience and motivated text donations.

1. The use of mobile for the malnutritioncampaign UNICEF the Netherlands

2. Table of Contents Introduction Issue Objectives How we did it. Results Conclusions, tips & tricks

3. Introduction

5. Consistent message with a clear call to action to all different target groups

6. Generate maximum support for UNICEF by the Dutch public

8. Issue

9. Issue How to reach out to a large, younger audience to make them aware of the malnutrition problem and offer them an easy way to contribute?

10. Objectives

11. Objectives Objectives Raise awareness about malnourished children Activate a large, younger audience Generate leads

12. How we didit?

14. Attention for UNICEF in different programmes during one week, mostly by Ambassadors: items in daily news gossip programme RTL-Boulevard with more then a million viewers

16. Offering an easy way to contribute by text message with a small donation (€1,50)

17. Clear call to action for the ‘mobile’ generation: SEND A TEXT MESSAGE NOW! And a malnourished child will go to bed without hunger (3 portions of Plumpy’Nut)

21. Provide information about campaign and malnutrition.

24. Dutch biggest daily newspaper mentioned the action twice

25. People searched us via Google massively during action

28. Reached a large younger audience, 6 million people 13-49 year, 8 million total!

29. Activate more then 200.000 people!

30. We received more then 260.000 text messages

31. 193.000 leads (we approached them to become pledge donors)

32. The action resulted in 11.000 thousand new pledge donors

35. By mass media we reached a very large audience and made them aware of the problem

36. Offering an easy way to contribute by a text message mobilises a large –younger- audience.

37. Once involved young people are more willing to continue supporting UNICEF as a pledge donor.

38. By conversing leads to pledge donors scripting (thank you and next step) and a fast follow up is essential

39. Mentioning the number of text messages sent so far works: copy behaviour