IDENTITY Team Together Belonging Identity

TIMING Instant Gratification (Timing) Different Habit

NOSTALGIA History

Memories Nostalgia Continuity

Human Face

SLIP Trust builds up slowly,

drops fast. Misplaced loyalty.

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ACTION

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The Findings

BEST experiences : WORST experiences :

Donors define best and worst experiences as:

•  make an impact •  long term solutions •  learn new things •  feel inspired, empowered •  feel connected, loyal

•  no tangible results •  short term solutions (Band-Aid) •  feel hopeless, powerless •  bombarded by useless information •  feel manipulated, distrustful

Putting on a Play Small Part of an Assembly Line

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What are the cues for a play?

BELONGING Make people feel like part of a larger picture. Donating is not just a passive experience – people are joining up from all over the world, doing it together.

CLEAR IMPACT Show tangible impact right away. A delay between donating and seeing impact weakens the impression that UNICEF is getting things done.

INTERACTIVITY Donors want to at least see a bit of the action, if not participate in some way. They want to be inspired and surprised by UNICEF.

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ACTION

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Recommendations & Examples

Malawi

Monies Received

Njoho

Built new school

Thank You

This week donors accomplished…

DONATE

Trained 500 teachers

Chipoka

Wesuggestedanonlineexperiencethatfeltlikebeingpartofaplay.

Rather than dry, impersonal text, we could reformulate information into stories, like a play.

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However, families on solid ground – in good health – are twice as likely to break free of poverty.

For this reason, UNICEF helps families build on solid ground through:

• Vaccines • Micronutrient Supplementation • Insecticide-treated Bed Nets • Safe Hygiene Practices

It’sdifficulttobuildafoundationontheedge.

UNICEF:BuildingChildren’sLivesAwayfromtheEdge

Don’t Answer the Following Marketing Questions

Do you have an overall Frame/Metaphor/Story for your brand?

Are your words, metaphors, and images telling a consistent story?

Can people tell your communication material from your competitors'?

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Are you including the marketers, marketing material, and consumers in your research?

Are you researching both the conscious and subconscious brains?

Are you offering concrete solutions, with examples of execution, to your business partners?

Don’t Think of the Following Research Implications

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Step Out of Your Frame.

Step Into Theirs.

Cipher Key Letter + 3 = Code ( ex. A + 3 = D )

Vwhs Rxw ri Brxu Iudph. Vwhs Lqwr Wkhluv.

Vjcpm AqwThank You

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