Basic Event Information
Date: 2021
Location: Stockholm, Sweden
Organiser: Brand Arena Nordic Group AB
Client: UNICEF
EVENT CATEGORY: CATEGORY B2C
EVENT SUBCATEGORY: Best CSR Event
EVENT FORMAT: LIVE
Event description and key objectives
As a consequence of Covid-19, we wash our hands like never before. We know that it’s important to stop the spread of infection. But not all people have the same opportunity to deal with the pandemic crisis as we do. Such an obvious thing as the possibility to wash your hands is not a matter of course for everyone. Something as basic as washing our hands in clean water is not possible for thousands of children in Yemen. We wanted to create an emotional impact by recreating the everyday situation of the vulnerable children in refugee camps. The key objectives of the event was to draw attention to the humanitarian crisis in Yemen, where children suffer a particularly vulnerable situation due to the lack of clean water, and to raise money to help vulnerable children in Yemen. The goal with the campaign was to increase the numbers of Global Parents.
Key challenges
Millions of children are on the run fleeing wars, terrorism and torture worldwide. Most of them are not able to wash their hands with soap and water. As a result of the Covid-19 pandemic, Swedes have become more aware of their vulnerability both on a general level and specifically around the risks of infection. At the same time, the focus is primarily on one’s own situation. The challenge was to get people to shift their focus from their own vulnerability to feeling emotional for the children in Yemen. To do this, we had to stand out in the media clutter. Additionally, we had a small budget and we had to create understanding for the realities in Yemen, without actually being there.
Creativity
In selected public restrooms in Stockholm shopping malls, we did a “take over” of one of the sinks. The others were left fully functioning as a contrast. To clearly show what the hygiene situation looks like for many vulnerable children in refugee camps, we recreated the situation of the vulnerable children. We turned off the water and soiled the sink with a foil that looked dirty and unhygienic. Made by a professional set-designer. By moving a small piece of everyday life in Yemen to our own everyday life, we were able to get people to stop and think in a way that creates the necessary emotional connection to donate money.
Innovation
By moving a small piece of everyday life in Yemen to our own everyday life, we were able to get people engaged. When we talk to people in a relevant context, they are extra receptive to what we have to say. And when we can create an emotional response it increases the likelihood of action and get people to donate money to help the children in Yemen. A QR code made people donate already on site. The local suburb shopping malls were selected instead of the downtown areas since many consumers shifted their shopping habits to areas from downtown to more nearby local/regional shopping malls in their neighborhoods during the ongoing pandemic.
Execution
To clearly show what the hygiene situation looks like for many vulnerable children in refugee camps, we recreated the situation of the vulnerable children. We turned off the water and soiled the sink with a foil that looked dirty and unhygienic. On the mirror above the sink, we put up a message that was meant to touch the reader’s inner core: “WHAT IF ALL THE DIRT COULD DISAPPEAR. Right now, 18 million people in Yemen are in serious need of water. The children’s vulnerability is the worst. The spread of Covid-19 is raging and the need for support has never been so urgent. Help the children in Yemen+ donation number and a QR code to scan for a quick donation. You could also access an emotion film via the QR code to learn more about the needs for children in Yemen. The first installation was a great success and we duplicated the installation in over 10 malls for more leverage”.
Measurable results
By moving a small piece of everyday life that prevails in Yemen to our own everyday life, we were able to get people to stop and think in a way that creates the necessary emotional connection to donate money. The installation was up for a month and was seen by many visitors. The results were great with many reactions and helped increase donations to help the children in Yemen. Over 300.000 Stockholmers experienced the creative event installation in various shopping malls. Over 500.000 Euro was raised by the event campaign during one month of event activation. A record for this type of event campaign. The total cost of the event project was only 20.000 Euro so the return of investment was great for Unicef.
Communication
The event campaign also strengthened the awareness of Unicef during an important period of the year (the Christmas charity giving period). Unicef got both positive PR and thousands of positive comments in social media during the campaign period.
The use of sustainable practices
Contaminated water and poor sanitation are among the leading causes of death for children under 5. Without proper water, sanitation and hygiene (WASH), children face an increased risk of preventable diseases and suffer malnutrition, stunting and other critical health issues. Lack of sanitation and hygiene undermines progress in other areas of development too, like education and gender equality. With the help of this event, UNICEF worked against the sustainable development goal to ensure availability and sustainable management of water and sanitation for all (SDG 6).
