UNICEF - Promotion and Fundraising

Promotion and Fundraising

In the United States, Canada and some other countries, UNICEF is known for its "Trick-Or-Treat for UNICEF" program in which children collect money for UNICEF from the houses they trick-or-treat on Halloween night, sometimes instead of candy.

UNICEF is present in 191 countries and territories around the world. UNICEF designated 1979 as the "Year of the Child" and many celebrities including David Gordon, David Essex, Alun Davies and Cat Stevens gave a performance at a benefit concert celebrating the Year of the Child Concert in December 1979.

Many people in developed countries first hear about UNICEF's work through the activities of 36 National Committees for UNICEF. These non-governmental organizations (NGO) are primarily responsible for fundraising, selling UNICEF greeting cards and products, creating private and public partnerships, advocating for children’s rights, and providing other invaluable support. The U.S. Fund for UNICEF is the oldest of the National Committees, founded in 1947.

New Zealand appointed, in 2005, 18-year-old Hayley Westenra, a talented, world famous opera and pop singer as their Ambassador to UNICEF, in an effort to enlist the youth of the world in supporting UNICEF. Westenra has made several trips to visit underprivileged children in developing countries on behalf of UNICEF, in an effort to publicize their plight, and has engaged in fund-raising activities in support of the UNICEF mission.

On 19 April 2007, Grand Duchess Maria Teresa of Luxembourg was appointed UNICEF Eminent Advocate for Children, in which role she has visited Brazil (2007), China (2008), and Burundi (2009).

In 2009, the British retailer Tesco used “Change for Good” as advertising, which is trade marked by Unicef for charity usage but is not trademarked for commercial or retail use. This prompted the agency to say, "it is the first time in Unicef’s history that a commercial entity has purposely set out to capitalise on one of our campaigns and subsequently damage an income stream which several of our programmes for children are dependent on”. They went on to call on the public “who have children’s welfare at heart, to consider carefully who they support when making consumer choices”.