UNICEF partnered with the 2014 Commonwealth Games in Glasgow to launch the Put Children First appeal, with the goals of creating the biggest moment for children around a sports event, reaching every child in Scotland and Commonwealth countries by 2018, and establishing a blueprint for future partnerships. Through digital activation including videos, social media engagement, and a donation platform, the partnership helped raise over £5 million for UNICEF's work, reached new audiences, increased UNICEF's brand awareness, and opened doors for future sports partnerships.

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Overall proposition
The Agenda
Introduction
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UNICEF Opening Ceremony touch points
UNICEF locations and programmes
‘Flying Scots’ and UNICEF Ambassadors
The ‘give’ mechanism
A. Draft scripts
B. Sample regional video
Next steps
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How digital helped UNICEF and Glasgow 2014 Commonwealth Games raise £5m for children Scottish Council for Voluntary Organisations – Comms Rewired 2nd October 2014, Glasgow

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Approach based on UN Convention on the Rights of the Child - to help every child reach their full potential.
UNICEF works in more than 190 countries including almost all Commonwealth nations and territories
UNICEF UK raises money for UNICEF’s global work and advocates for rights to be realised for all children
UNICEF International
World’s leading organisation for children

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Programmes in Scotland (and across the UK)
1.Rights Respecting Schools Award
•Working with 30% of all schools in Scotland on developing rights and values
2.Baby Friendly Initiative
•Working with health professionals & hospitals in all 32 local authorities
3.Child Rights Partners
•Working with local authorities in Glasgow & Edinburgh
UNICEF in Scotland
Fundraising, advocacy and programmes

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UNICEF, sport and culture
Reaching the hardest to reach

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UNICEF & Glasgow 2014
Official Charity Partner for the Games
The Put Children First Appeal

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Official Charity Partnership
Vision and Objectives
1. Create the biggest moment for children ever around a major sports event enabling us to…

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Official Charity Partnership
Vision and Objectives
2. Reach every child in Scotland and children in every Commonwealth country by 2018

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Official Charity Partnership
Vision and Objectives
3. Create a blueprint for future major sports events to benefit disadvantaged children

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Digital Activation
Opening Ceremony

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Digital Activation
Opening Ceremony – Digital Command Centre

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Donation Platform
Tech
Unicef.org.uk
Monitor/Track
Monitor/Track
Digital Command Centre
Push
Pull
Posting
Key Influencers: Retweet & Interact
Social
Proactive: Interact with followers on key hashtags (#Glasgow2014, #OpeningCeremony…)
Reactive: Reply (Own channels)
Digital Paid Marketing
Unicef.org.uk/Youtube
Monitor/Live Optimization
Publish Content
Other

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Digital Lessons Learnt
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What worked well
•Announcement Video - a combined, international effort
•Flying Scots campaign - a local, engaging push
•Having several digital touchpoints with athletes and public during the Games
•Continuous social coverage (live from Glasgow + London)

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Digital Lessons Learnt
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What worked well

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Digital Lessons Learnt
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•SportFirst (social engagement initiative) – need strong PR/social ideas behind it
•Web/Content Plan + Outreach – more innovative, more shareable, more of it
•Maximising the momentum – prepare follow-up initiatives (ex: 1M text donations SMS/Email)
What could have worked better

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Overall Results
#bestgamesever
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•Over £5m raised for UNICEF’s work - new audiences
•First internationally connected UNICEF appeal
•Significant international and UK brand value
•Increase of 17% awareness of UNICEF in Scotland
•50% of surveyed public knew of Put Children First campaign
•Door opener for future major sports partnerships

17. THANK YOU