UNICEF promoted Text Giving through their ‘Save A Life’ campaign using a free to air television advertisement, social media and outdoor posters.
The drivers for the campaign included fundraising outcome but also ongoing cause awareness
For the outdoor execution they chose locations that have high dwell time (i.e. trains stations, airports, bathrooms).
Key campaign learnings
Keyword selection – Shorter the better and should be solution oriented (for example, “Your $5 gift can help UNICEF deliver a lifesaving vaccine to a child like Iride. Text SAVE to 1995 XXXX”)
For TV ad, incorporate the sound of a text message to influence audience to take action, and ensure messaging clearly defines the problem and highlights the solution
UNICEF will be using Text Giving in future campaigns in an effort to normalise the donation behaviour of UNICEF supporters in the use of text to donate