UNICEF UK & the Glasgow Commonwealth Games

UNICEF UK

 

What was the event?

Glasgow 2014 and Unicef UK came together to create the first-ever global charity partnership around a Commonwealth Games. The aim was to engage new audiences and create a long-lasting legacy for children. It was a massive opportunity for Unicef to spread its fundraising message to an audience of a billion people.

What approach was taken?

A variety of appeal moments were integrated into the opening ceremony itself, which began with an introduction from the actor Ewan McGregor and culminated in the Big Ask, when the former cyclist Sir Chris Hoy and the actor James McAvoy called for donations. The Unicef partnership was promoted throughout the games, including on tickets and merchandise.

How much money was raised?

The event raised a total of £5m, half of which was raised in the first 40 minutes after the opening ceremony appeal. Ten per cent of opening ceremony viewers in the UK responded to the appeal and donations were received from more than 50 countries. The partnership has received 500 pieces of coverage in the media since the start of the campaign and there were 20,000 mentions of it on the web during the opening ceremony.

What did the judges say?

Liz Tait, director of fundraising at Battersea Dogs & Cats Home, said: "It was a unique fundraising opportunity that achieved outstanding results."

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