#ShareTheHealth
Yulu was brought on board as UNICEF Canada’s agency partner in April 2021 to create and lead a Canada-wide campaign targeting business and philanthropic leaders with a goal of maximizing donations to UNICEF Canada for the COVAX fund by June 30 2021.
The Challenge
Yulu was brought on board as UNICEF Canada’s agency partner in April 2021 to create and lead a Canada-wide campaign targeting business and philanthropic leaders with a goal of maximising donations to UNICEF Canada for the COVAX fund by June 30 2021.
UNICEF Canada had an ambitious goal of raising $10M CAD from this target group to support the largest, fastest immunization program in history, and also a goal of reaching new business and philanthropic donors.
The Strategy
To do so, Yulu conceptualized ‘#ShareTheHealth’, a fundraising campaign calling on business and philanthropic leaders across Canada to donate to UNICEF Canada and be part of the solution to the healthcare inequities laid bare by the pandemic. The communications campaign has three big communication goals: spread awareness of global vaccine inequity, drive home UNICEF’s unique position to support this humanitarian challenge and spotlight the empowering opportunity for Canada’s business and philanthropic leaders to show compassionate leadership by donating.
Yulu knew that we had to leverage existing donor contacts at UNICEF Canada to drive a peer to peer campaign to reach new donors.
The Execution
Through carefully developed messaging, the campaign aimed to inspire and engage this audience to be part of making history in this defining moment, by elevating their compassionate leadership and spotlighting the importance of private and public sector collaboration to bring an end to COVID-19 for everyone, everywhere.
The campaign kicked off with an open letter signed by 16 Canadian business and philanthropic leaders calling for their peers to donate and #ShareTheHeath with low and middle income countries in need of vaccines.
The campaign not only targeted new donors through earned media relations, paid media advertising, video creation, highly targeted organic and paid social media campaigns on LinkedIn and Twitter, but also gave existing donors a toolkit for the campaign that they could use to speak with their employees about why they decided to #ShareTheHealth and also amplify on their owned channels (social media, website, newsletters, etc).
The Results & Impact
Through this approach, Yulu leveraged the owned platforms of both UNICEF Canada and its donors, and secured more targeted results with the intended audience (business and philanthropic leaders). Our national and regional coverage across all key provinces and in both francophone and anglophone media, and targeted organic and paid social media campaigns attracted new donors to the campaign. As a result, UNICEF Canada saw an 118% increase in new donors coming forward to donate since the launch of #ShareTheHealth, with donors being attracted to the campaign through key messaging call-to-action, earned media relations and targeted social media. With fundraising still underway, UNICEF Canada has reached $9.2M of its $10M funding goal since the start of the campaign.