MC&C Media

Core disciplines: Digital, Media planning & buying

Making new connections with Unicef Legacy


Our challenge was to drive awareness of UNICEF Legacy amongst baby boomers and inspire them to consider leaving a gift in their will. Translate this awareness into 6,000 leads over the year primarily through digital activation.


We tapped into the nostalgic nature of this generation and created personalised video content which reminisced on world, UK and UNICEF events from the year they were born. People shared their personalised timelines via Facebook and created an organic community movement for UNICEF.


The results speak for themselves; we smashed 2017’s original unique lead target by 260%, CPA fell 71% and UNICEF’s conversion rate increased by 703% year on year. 

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