UNICEF & Pro Active — Amplifying Impact Through Human-Centered Offline Engagement
Client: UNICEF
Industry: Nonprofit
Agency Partner: Pro Active
Campaign Duration: 4 Months
Campaign Name: “Voices for Children” Community Outreach Drive
The Challenge
UNICEF needed to revitalize its community engagement strategy in urban and semi-urban areas where digital saturation made it harder to connect authentically. While digital donations were steady, awareness and engagement at the local level had declined — particularly among first-time donors and young families.
They needed an outreach campaign that was personal, visible, and emotionally resonant — one that could put stories at the center and inspire direct action.
The Solution: “Voices for Children” by Pro Active
Pro Active crafted and executed the “Voices for Children” campaign, a grassroots offline initiative that focused on real-world storytelling and direct community interaction. The goal: raise awareness about child welfare issues and increase donor conversion on the ground.
Key Campaign Elements:
-
Story Booths in Public Spaces
Mobile booths were set up in parks, malls, and transport hubs. Visitors could listen to real stories of children helped by UNICEF via interactive touchscreens and audio narrations. -
Live Street Theatre & Flash Mobs
Performers reenacted child-focused stories in city centers to grab attention and create an emotional impact, drawing spontaneous audiences and starting conversations. -
Child Champions Program
Local children were invited to participate in drawing competitions, with winning pieces featured in UNICEF’s awareness materials — engaging families and schools directly. -
Instant Pledge Corners
Strategically placed pledge counters let people sign up to donate monthly or volunteer, backed by Pro Active’s trained advocacy team who addressed questions and built trust.
” We needed a way to speak to hearts, not just screens — and Pro Active helped us do exactly that. Their creative, child-first approach brought our mission closer to people, and the results were both emotional and measurable.”
