Unicef wants you to donate funds on your tea break

LONDON - Unicef has launched a new fundraising website encouraging potential donors to imagine what thoughts are going through the minds underprivileged children at different points in the day.

Unicef: new campaign is live
Unicef: new campaign is live

At 4pm in the afternoon, for example, the site asks users if they are contemplating having a tea break. It then flashes to a child living in Kenya, asking: "Promise me I can have clean drinking water." At 7pm when the user might be thinking of what a busy day they've had, a child in Pakistan asks: "Promise me I won't be forced in to work."

The site
was created by TBG London, and is backed by interactive ads with messages and images that also change with the time of day that they are served, creating a similar juxtaposition to the website. It builds on Unicef's 'Promise Me' campaign, that launched in July.

The site calls for users to make a donation, after which they are encouraged to send a message to friends via a Twitter and Facebook mechanism integrated in to the site.

TBG is also be testing emails that automatically update with messaging specifically related to the time of day the email is opened, and ads that will change dependent on the results and times entered into sites such as the trainline.com. The campaign will run on sites such as Facebook, The Mirror and Gumtree. Media is also by TBG.

Lillian McMahon, direct marketing officer at UNICEF UK, said: "Millions of children are currently being denied their fundamental rights and as a result are struggling to survive without enough food, shelter or an education.  This campaign is a new way to get this important message across."

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