Michael Karnjanaprakorn

The New Orleans branch just wrapped our answers for the PFG brief. Here’s the brief along with our insights and ideas. Enjoy!

BRIEF:
How can UNICEF (and its domestic affiliate, the US Fund for UNICEF) position itself to capitalize on this late year interest among Americans and use the final week(s) of the year to build a foundation for long-term awareness and support that carries into the next year?

GOAL:
Develop a campaign that will collect $150,000 from an average gift of $125 – this would mean securing 1,200 new donations in a six day period.

INSIGHT:
Power of small. Focus on the individual contributions of a lot of people which can add to more than $150,000. Long tail theory, crowdsourcing models and The Tap Project (UNICEF based) are proof that this works over the traditional $150 donation model.

IDEA:
Make it really easy for people to donate. “Tax” them for doing good one dollar at a time.

EXECUTIONS:
1) December 26, 2007 is the day that almost all gifts are returned to stores. Partner with companies such as Apple, Gap and Target to donate a % of refunds and exchanges to UNICEF.
2) iTunes and Starbucks are the biggest giftcards throughout the year. Create an UNICEF song (not a real song) but an option for someone to click to donate to UNICEF. Same concept with Starbucks.
3) Partner with specific artists whose songs are available on iTunes. For example…during the one week window everyone who purchased a featured song by Artist X (Kanye/Bono/etc) a portion of sales would go towards UNICEF…you would have the option of buying the song at a premium ($1.25)
4) Raise the price of every song on iTunes from $0.99 to $1.00 during the week. The difference is so small people wouldn’t notice, but aggregated over millions of downloads, the results could be substantial.