Every Child No 3, 2010

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UNITED STATES FUND FOR UNICEF

No. 3, 2010

Kianis and UNICEF:Eliminating Maternaland Nenatal Tetanus

60 Years f Trick-r-Treat

fr UNICEF

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A Message frm the U.S. Fund Bard Chair and President

Dear Friend of UNICEF,

The last few months have presented both extraordinary successes and daunting challenges for children, and we are grateful for your steadfast

support.

That support has helped UNICEF respond to the catastrophic oods in Pakistan and to the enormous ongoing needs in Haiti. Your

commitment as well as that of Kiwanians around the world has also contributed to a momentous new partnership between UNICEF

and Kiwanis International that will undertake to eliminate an ancient killer disease (see story on page 6).

On the child survival front, we have some phenomenal news to share: the global under-ve child mortality rate has signicantly dropped

once again from 24,000 each day to 22,000 (see story on page 4). This is a reection not only of UNICEFs effectiveness and resolve, but

also of your support. Because of you, we continue to move closer to the day when zero children die from preventable causes. Take a moment

to consider what this means: thousands more young lives saved every day, thousands more futures protected.

But deadly threats to children persist. In Pakistan, where ooding has submerged a fth of the country an area roughly the size of Florida

millions of children are imperiled by a potential secondary disaster of malnutrition and disease (see story on page 3). Though UNICEF, together

with the Pakistani Government and other partners, is providing key assistance including clean water for 2.5 million Pakistani children and

their family members a huge funding gap is hampering the emergency response efforts. Millions of children still desperately need help.

A second wave of disaster has so far been averted in Haiti again thanks to your considerable generosity. I (Caryl) visited Haiti and saw

rsthand how crucial your contributions have been to UNICEFs relief efforts in the earthquake-battered nation. These efforts remain critical.

We are heartened to report that the U.S. Fund has received a second grant from the Hope for Haiti Now: A Global Benet for Earthquake

Relief telethon. The $5 million award, which follows an earlier $6 million grant, will support UNICEFs child protection programs in Haiti.

These funds will make an immeasurable difference in the lives of so many vulnerable children.

Lastly, as we celebrate the 60th anniversary of Trick-or-Treat for UNICEF, those of you who have taken part in this special campaign over

the years should feel deeply proud. Since it began, TOT has raised close to $160 million for programs that have saved millions of childrens

lives (see story on page 10).

Thank you for standing with UNICEF and with the children of the world.

Warm regards,

P.S. To support UNICEFs work in Pakistan, please visit unicefusa.org/pakistan

Anthony PantaleoniBoard Chair

Caryl M. SternPresident and CEO

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UNITED STATES FUND FOR UNICEF

No. 3, 2010U.S. Fund or UNICEFBoard o Directors

Honorary Co-ChairsGeorge H.W. BushJimmy CarterWilliam J. Clinton

Chair EmeritusHugh Downs

Chair

Anthony Pantaleoni

Vice ChairPeter Lamm

PresidentCaryl M. Stern

SecretaryGary M. Cohen

TreasurerEdward G. Lloyd

Honorary DirectorsSusan V. BerresordJames H. Carey

Marvin J. GirouardAnthony LakeJohn C. Whitehead

Honorary MembersJoy GreenhouseHelen G. JacobsonSusan C. McKeeverLester Wunderman

DirectorsAndrew D. BeerDaniel J. BruttoNelson ChaiGary M. CohenMary Callahan ErdoesPamela Fiori

Dolores Rice GahanBruce Scott GordonVincent John HemmerPeter LammTa LeoniBob ManoukianAnthony PantaleoniAmy L. RobbinsHenry S. SchleiKathi P. SeiertCaryl M. SternJim WaltonSherrie Rollins Westin

Produced by theDepartment o Editorialand Creative Services

Executive EditorMia BrandtManaging EditorAdam Fifeld

Art DirectorRachael Bruno

Assistant Managing EditorJen Banbury

Contributing EditorEileen Coppola

Contributing WriterMichael Sandler

DesignersMelissa AxelrodAudrey Hawkins

Copyright 2010U.S. Fund for UNICEF.All rights reserved.

In This Issue:

Feature

1013Trick-or-Treat or

UNICEF Turns 60

Contents

25 UNICEF in the Field

67 Kiwanis and UNICEF Unveil

The Eliminate Project

8 Donor Activities at

Home and Abroad

9 Inside the U.S. Fund

(continued on page 16)

1415 Partner Profles:

Barrie Landry and JeannetteHsu-McSweeney

8/8/2019 Every Child No 3, 2010


HAITIAs of this writing, 1.5 million people are

still living in 1,342 displacement sites.

Each day, UNICEF continues to supply

about 330,000 people with potable water

and, together with partners, has held

waterborne illnesses at bay. Building

pit latrines and distributing portable

toilets and other hygiene supplies have

also helped avert disease outbreaks. In

266 UNICEF-supported child-friendly

spaces, at least 63,000 children many

of whom lost family in the earthquake

are getting psychosocial support, as well

as the chance to play and learn in safety.

UNICEF is also distributing supplies to

equip all schools in earthquake-affected areas for the resumption of the school year in October. UNICEFs teams of construction

engineers and architects are working to transform temporary schools into more durable semi-permanent structures, and working

with the Haitian government on plans for earthquake-safe schools.

KYRGYZSTAN Junes outbreak of ethnic violence in Kyrgyzstan displaced some 300,000 people and sent

75,000 eeing to Uzbekistan. To meet the emergency needs of the refugees 90 percent

of whom were women, children, and the elderly UNICEF distributed 200 metric tons

of supplies, including surgical kits, tents, and vaccines. In subsequent weeks, most of

the displaced returned home but often to demolished buildings, deplorable hygiene

conditions, and overwhelmed hospitals. UNICEF continues to provide for these vulnerable

returnees, distributing family water kits and health and hygiene kits, establishing child-

friendly spaces, training teachers, and helping Kyrgyzstans children return to school.

NIGERAfter one of the most devastating droughts in

memory, Niger remains in the grip of a massive

food crisis whose effects have been especially hardon women and children. In many areas, there is

literally nothing to eat but scraggly, nonnutritious

weeds. As a result, some 378,000 children in the country need treatment for severe acute

malnutrition. In about 400 health centers throughout the country, UNICEF and its partners

are providing nutritional care often in the form of the high-protein miracle food

Plumpynut. Children who have been diagnosed with severe malnutrition also often

receive vitamin A and folic acid supplements, de-worming tablets, and antibiotics.

To support UNICEF emergency relie, please visit uniceusa.org/donate/emergencies

Emergencies Update

U N I C E F I N t h E F I E l d

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Disaster in Pakistan Imperils Childrens Lives

Pakistans worst natural disaster in

living memory destroyed or damaged 1.8million homes, swept away thousands

of towns and villages, claimed more

than 2,000 lives, and left an area roughly

the size of Florida under water. But the

gravest consequence of the ooding

that began in late July is a colossal and

unprecedented humanitarian crisis. As of

this writing, more than 20 million people

have been affected, including 10 million

children. Many are at risk of malnutrition

and deadly diseases.Two months after torrential monsoon

rains caused record ooding, a funding

shortfall continues to hamper UNICEF

and its partners as they race against

the clock to reach those who still lack

key assistance. UNICEF has been able

to provide 2.5 million people with

clean water and is delivering other key

lifesaving aid.

But millions of children and families

still face extremely precarious conditions.

The consequences of the ooding for

Pakistans poorest and most vulnerable

are very serious, says UNICEF

Executive Director

Anthony Lake in a

statement. And the

most vulnerable of

all, the children, are

at the greatest risk.

One woman

interviewed by

a UNICEF staff

member in a camp

for displaced people was three months

pregnant and in poor health. She

recounted how she became separated

from her husband and two older sons.

My husband helped me to take the two

younger children out on higher ground,

she described. Buses were waiting to

take people out, and he told us to leave

immediately and went back to get our

two older sons. But she has not seen

them since and fears the worst.

Of particular concern for ood

survivors are lethal waterborne diseases,

which can spread quickly among those

who do not have clean drinking water or

adequate sanitation.

Instances of cholera

have been reported,

and the threat of

malaria looms

large. The World

Health Organization

has projected that

1.5 million new

cases of diarrheal

diseases could occur. Young children

are particularly susceptible to diarrhea,

which can cause swift and lethal

dehydration. UNICEF is distributing oral

rehydration salts, a simple solution of

salts and sugars that can prevent death

from dehydration and that costs just

seven cents per packet.

To ward off malnutrition, UNICEF

is distributing high-energy biscuits,

micronutrient powder, and other

therapeutic foods. It is also supporting

mobile health teams, vaccination

campaigns, prenatal and postnatal care,

and trauma counseling.

With so many women and children

bearing the brunt of these oods, it is

essential that we scale up our services

so that we can avoid another crisis a

crisis of health for these women and

children, says UNICEF Health Ofcer

Dr. Muhummad Mazhar Alam.

UNICEF has been working in Pakistan

since 1948 and will help the country

recover from its greatest calamity in

decades. But as long as children are still

imperiled, we must rst do whatever we

can to save their lives.

To support UNICEFs work in Pakistan,please visit uniceusa.org/pakistan


the most

vulnerable oall, the children,

are at thegreatest risk.

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From 24,000 to 22,000: Child MortalityDrops Again, but Gaps Widen

UNICEF has announced some major

news: the global under-ve child mortal-ity rate has yet again fallen signicantly,

dropping from about 24,000 deaths ev-

ery day to about 22,000. That number is

down from 25,500 four years ago, and

represents a reduction of one-third since

1990. This ongoing progress means that

UNICEFs efforts, and the generosity of

our supporters, con-

tinue to produce life-

saving results, year

after year. Millionsof children are alive

today who otherwise

would not be.

UNICEFs mis-

sion has always been

to aid the most vul-

nerable children throughout the world.

And although UNICEF and its partners

have made many major inroads against

grave threats to children, disturbing new

information calls for a redoubling of ef-

forts to better aid those in greatest need.

In many countries that are making over-

all progress on cutting child deaths, a

child mortality gap is actually widening

between poor children and those from

well-off families. In fact, children fromthe poorest 20 percent of households

in the developing world are more than

twice as likely to die before age ve than

those from the richest 20 percent. Gen-

der and geographic disparities are also

adversely affecting childrens health and

wellbeing.

Poverty should

not be a death sen-

tence for children,

says U.S. Fund CEOand President Caryl

M. Stern. We have

the power to reach

excluded children

and make sure they

get the lifesaving

services, protection, and education all

children deserve.

By making the most disadvantaged

communities the highest priority, an

equity-focused approach can accel-

erate progress toward the Millennium

Development Goals and bridge dis-

parities in a cost-effective way. UNICEF

strategies have already yielded signi-

cant gains; whats planned

now is an extra push to reach

as many of the most deprived

children and families as pos-

sible. A new study by UNICEF

specialists as well as interna-

tional experts estimates that for

each $1 million investment in

a low-income, high-mortality

country, the equity approach

could potentially prevent 60

percent more deaths.

Measures for carrying

out the new approach include

upgrading health facilities, expanding

outreach initiatives, advocating for the

elimination of user fees for health care,

extending cash transfers to the poor-

est families, and recruiting and training

more community health care workers.

The highest child mortality rate is in

sub-Saharan Africa, where one out of

every eight children dies before the age

of ve. The second highest rate is in

Southern Asia, where one in 14 children

under ve is dying.

In the years ahead, with help from

its supporters, UNICEF can make even

greater strides. Says the U.S. Funds

Stern: We have a precious opportunity

to save more children, and to do so more

quickly than ever before.

To learn more, please visit uniceusa.org/22000


Poverty shouldnot be a death

sentence or

children.

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Every year, 1.5 million children under the

age of ve die because they lack clean drink-ing water and adequate sanitation. UNICEF

is constantly working to nd low-cost, inno-

vative ways to get clean water to children

and families. Here are just a few.

Low-CoST MANUALwELL DRILLINGMechanical well drilling requires large rigs

and can be exorbitantly expensive and un-

wieldy especially where roads are virtu-

ally nonexistent. Thats one of the reasonsUNICEF is fostering the use of low-tech

manual well drilling, which is approximate-

ly ten times cheaper than mechanical drill-

ing. It can also yield equally effective results

in the sandy soil that is common to places

like sub-Saharan Africa. In addition, manual

drilling is most often performed by small

local businesses, which means local econo-

mies benet from UNICEFs programs to

bolster this simple way of accessing water.

RAINwATER HARvESTINGIn areas where drinking water is hard to

come by such as the salty coastal regions

of Bangladesh a simple but highly ef-

cient rainwater harvesting system can seem

like a miracle. Rainwater runs down a sloping tin roof, into gutters, and down into a tank.

Each tank, with a tap near the bottom, can hold 3,200 liters of water.

CERAMIC wATER PURIFIERSA ceramic water purier looks a lot like a ceramic owerpot and is easy and inexpensive to

manufacture. Rice husks (or a similar combustible substance) are mixed with clay so that, as

the lters bake in a kiln, the husks burn off to make the lters highly porous. After baking,

the lters are coated with colloidal silver, which kills bacteria. Then they are dropped into a

plastic container thats equipped with a lid and a spigot. In a country like Cambodia, where

66 percent of the population doesnt have access to clean water, a family can pour water from

just about anywhere into the bucket. The result up to 99 percent of E. coli is eliminated.

To purchase a durable, deep-well water pump to help provide a whole community withclean water, please visit uniceusa.org/waterpump

Innovative Ways UNICEF Gets Clean,Safe Water to Children and Families


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The U.S. Fund was thrilled to learn that

Kiwanis International has chosen to part-

ner with UNICEF to eliminate maternal

and neonatal tetanus (MNT) as its next

global campaign for children. This his-

toric initiative, called The Eliminate

Project: Kiwanis eliminating maternal/

neonatal tetanus, will save the lives of

babies and mothers around the globe and

wipe out a cruel, centuries-old disease.MNT strikes when tetanus spores,

found in soil everywhere, enter the body

during the birthing process and attack

the central nervous system. Newborns

who contract MNT suffer excruciating

pain and convulsions and right now

MNT kills almost 60,000 babies each

year; a signicant number of women

also die from MNT. But MNT is highly

preventable just three doses of a 60-

cent immunization protect mothers, whothen pass on the immunity to their future

babies.

Since 1999, UNICEF and its partners

have successfully stamped out MNT in 18

Kiwanis and UNICEF Unveil

The Project

We changed

the world onetime. We can

and we will

change the

world again.

t h E E l I m I N a t E p r o j E C t

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Maternal and neonatal tetanus is still endemic in 40 countries. In India (shown with stripes), the disease has been eliminated in 15 states

but remains a threat in other parts o the country.

countries. The Eliminate Project will mo-

bilize nearly 600,000 Kiwanis members to

help raise resources and awareness about

MNT, providing the nal push to put an

end to the disease worldwide. Kiwanis

goal of raising and leveraging resourc-

es to help ll the $110 million funding

gap will allow UNICEF to immunize 129

million women who are at the greatest

risk of contracting tetanus during labor

and delivery. This initiative also will hew

a path for providing an array of other

desperately needed health services.

On a recent trip to the Philippines, a

joint delegation of U.S. Fund staff and

Kiwanis International members experi-

enced, rsthand, the terrible toll MNT

can take. In a hospital in Manila, the

delegation met a young mother, Shalo

Demiden, who sat vigil beside her eight-

day-old son as he convulsed and strug-

gled to survive. Later, in a small village

in the province of Negros Oriental, they

listened to Alona Lamog describe the

pain she still feels at having watched her

third child die from MNT. She was glad

to learn about The Eliminate Project, and

that other mothers will not have to suffer

as she has.

Kiwanis Internationals 201011 Presi-

dent, Sylvester Neal, applauded the his-

toric partnership and noted the extraor-

dinary results of UNICEF and Kiwanis

previous collaboration to eliminate io-

dine deciency disorders (IDD). By

virtually eliminating IDD, Kiwanis and

UNICEF together ensured that millions

of children are now free of its devastat-

ing effects, says Neal. We changed the

world one time. We can and we will

change the world again.

When UNICEF Ambassador and

U.S. Fund National Board member

Ta Leoni introduced The Eliminate

Project at the 95th Annual Kiwanis Inter-

national Convention in Las Vegas, the au-

dience of more than 6,000 rose to its feet

in a standing ovation. Thanks to Kiwanis

and The Eliminate Project, we can reach a

day when MNT is nothing more than an

entry in the medical history books.

To learn more, please visit

theeliminateproject.org

t h E E l I m I N a t E p r o j E C t

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Making a Dierence

Midwest Regional Board Chair Paul Harvey and his wie, Ty (l.), with

Midwest Regional Board member Tonise Paul, at the Art o Believing in

Zero event in Chicago, which celebrated the completion o the Midwest

Regional Ofces Accelerated Child Survival undraising campaign.

National Board members Mary Erdoes (l.), Pamela Fiori, and Amy L.

Robbins at the Rising Power o Women in Philanthropy breakast in

New York City in June.

UNICEF Swaziland Representative Dr. Jama Gulaid (l.) with Patti

Orellana, Michael Coulson, Mark Schuster, and Carrie Rhodes at

a reception hosted by the U.S. Funds Seattle Advisory Council.

UNICEF supporter and New England Regional Ofce Womens

Luncheon Committee member Ciara Smyth cutting a ribbon to

celebrate the opening o a new UNICEF-supported water point

in the Cacuaco Municipality o Angola.

Richard B. Levy, Southern Caliornia Regional Board President, during a

recent feld trip to Mozambique.

National Board member Dolores Rice Gahan (l.) and UNICEF supporter

Hilary Gumbel during a feld visit to Peru.

doNor aCtIv It IEs at homE aNd a broad

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I N s I d E t h E U . s . F U N d

Every second counts in the wake of ca-

tastrophes like Haitis earthquake orPakistans ooding. To supply UNICEF

with a readily accessible pool of dedi-

cated resources in the critical early stages

of humanitarian crises and emergencies,

U.S. Fund for UNICEF National Board

member Amy L. Robbins co-founded the

Mercury Fund for Emergency Response

in 2006. Since then, with the help of oth-

er donors, the Fund has provided $6.5

million to support UNICEF emergency

response efforts without delay in coun-tries all over the world. After ooding

inundated Pakistan in July, the Fund dis-

bursed $400,000 for crucial relief for tens

of thousands of Pakistani children. The

Fund provided $500,000 to aid refugee

families, whose lives were at risk after vio-

lence erupted in southern Kyrgyzstan in

June. After Haitis colossal earthquake in

January, the Fund released $500,000, help-

ing UNICEF extend a lifeline to scores of

vulnerable children and families.

An immediate response with read-

ily available funds, rather than waiting

on fundraising efforts, provides UNICEF

with the ability to mobilize lifesavingresources much more quickly mobi-

lizing additional people to respond with

clean drinking water, immunizations,

shelter, and other essential items in the

earliest hours of a crisis, says Robbins.

In addition, this Fund serves as a cata-

lyst, drawing in other funding to UNICEF

through private and government sources,

with its proven success in the most dif-

cult crises.

The Mercury Fund plays a vital role in

helping UNICEF launch its emergency

relief efforts in countries that do not or-

dinarily garner much media attention. A

The Mercury Fund:Saving Lives in Emergencies

reection of UNICEFs commitment to actas a key rst responder in any emergency,

the Mercury Fund empowers UNICEF

to do whatever it takes to save children

caught in the path of calamity.

This years UNICEF Snowake Ball

(see below) will highlight UNICEFs work

in emergencies. We are delighted to an-

nounce that thanks to an anonymous

donor who has underwritten all expenses

100 percent of every dollar raised at

the gala will go directly to lifesaving pro-

grams, including the Mercury Fund.

(INsIdE thE U.s. FUNd continued on page 16)

S A V E T H E D A T E

N o V E m b E r 3 0 , 2 0 1 0

u N i c E f S N o w f l A k E b A l l

N E w y o r k c i T y

The Spirit f Cmpassin Aard ill be presented tO l i v i a H a r r i s O n

The Audrey Hepburn Humanitarian Aard ill be presented t UNICEFs

F r a n O i s e G r u l O O s - a c k e rm a n s

Fr mre infrmatin, please cntact Jennifer Lpez at 212.880.9131 r [email protected], r isit

u n i c e F s n O w F l a k e . O r G

u n i c e F s n O w F l a k e l i G H t i n G c e r e m O n i e s : Nember 18, 2010 (Ne Yrk City) and Nember 20, 2010 (Beerly Hills)

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F E a t U r E

First came the nice idea. Then camea chance encounter. Together, thetwo would evolve into Trick-or-Treat for

UNICEF (TOT), the Original Kids Help-

ing Kids campaign that has inspired,

empowered, educated, and raised mon-

ey to save lives for six straight decades.

Today in the 60th anniversary yearof Trick-or-Treat for UNICEF the U.S.

Fund for UNICEFs longest-running

campaign remains one of the most suc-

cessful youth initiatives in American his-

tory.

The idea: Halloween could be more

than just a day for kids to overindulge

in candy. In 1947 less than a year after

UNICEFs founding a Pennsylvania

minister, the Reverend Clyde Allison,

and his wife Mary Emma were handingout treats to an endless parade of trick-

or-treaters. The spectacle triggered con-

icting emotions in the couple. Mary

Emma turned to her husband and said:

Its too bad we cant turn this into some-

thing good.

Clyde replied: We can.

Soon, the Allisons children, along

Trick-or-

Treat forUNICEFTurns 60

It was a nice idea, but I

certainly had no notion it

would grow to become

what it is today.Reverend Clyde Allison

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with Sunday school students from

around the country, were marching

through the streets each Halloween to

collect soap, shoes, and other goods for

postwar relief efforts in Europe. But after

the Halloween drive of 1949, the charity

supported by these collections disband-

ed. Suddenly, the Allisons needed a new

beneciary.

The encounter: Shortly after, Mary

Emma Allison was shopping in down-

town Philadelphia when she became

mesmerized by a small parade, which

she followed to its destination a booth

collecting donations to support UNICEF.

Mary Emma knew a perfect t when she

saw one. That Halloween, the Allisons

children, friends, and fellow congrega-

tion members were among the many who

went door-to-door, collecting coins for

UNICEF in hand-painted milk cartons.

Trick-or-Treat for UNICEF was born.

The activity was a

hit a big one. The

Allisons joined forc-

es with UNICEF staff

to spread the word

about this importantnew campaign. TOT

took off like a prairie

wildre. In 1953, the

United States Committee for UNICEF

the predecessor of todays U.S. Fund for

UNICEF took over formal responsibil-

ity for TOT. Already, school groups, po-

lice and re departments, church groups,

and service organizations like Kiwanis

International were working together to

ensure that TOT Halloween collection

efforts covered entire towns. Celebri-

ties and the media did a lot to boost the

programs growth,

too. Entertainer and

UNICEF Ambassador

Danny Kaye is cred-

ited with propelling

TOT popularity tonew heights.

By 1960, TOT ac-

tivities had spread far

beyond U.S. borders to a diverse group of

countries including Canada, France, Hai-

ti, Iceland, Japan, and Spain. In 1961, Pres-

ident John F. Kennedy noted: UNICEF

has caught the imagination of our people,

especially our nations children, whose

Halloween collections have become a

symbol of concern and an expression

of tangible aid. And in 1967, President

Lyndon B. Johnson signed a proclama-

tion designating Halloween as National

UNICEF Day.

UNICEF fast became a part of Ameri-

can popular culture. Trick-or-Treat for

UNICEF promoters included Lassie,

Mighty Mouse, Kermit the Frog, andScooby Doo, and in 1969, an episode of

Bewitched was entitled Twitching for

UNICEF. That year millions of children

took part in TOT.

Those who grew up Trick-or-Treat-

ing for UNICEF have vivid memories

(continued on page 12)

E v e r y C h i l d N o . 3 , 2 0 1 0

Halloween could

be more than just a

day for kids to over-indulge in candy.

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TOT Turns 60,continued from page 11

F E a t U r E

of childhood Halloweens: the sound

of change going shwump, shwump,

shwump inside TOT collection boxes;

costumed friends on crowded stoops

chiming Trick-or-Treat for UNICEF!;

the excitement of counting up coins at

the end of the night, knowing the money

would help kids in faraway countries.

For so many, Trick-or-Treat for

UNICEF is their rst encounter with

UNICEF and with the idea of giving

back in general. Teacher Mark Allyn has

never stopped being involved in TOT,

though his days going door-to-door in

a Star Wars costume are far behind him.

Im a true believer in this campaign, says

Allyn, and each year, I match the dona-

tions that our school of 500-plus students

collect. Its my way of doing my part, and

its my connection to that little boy from

long ago who loved dressing up as his

favorite Star Wars character.

Over time, the program has branched

out in new directions. The 1990s saw a

big boost from partnerships with school-

related organizations, NGOs, and cor-

porations. And this year marks Trick-

or-Treat for UNICEFs rst-ever in-store

customer fundraising initiative, thanks

to a new partnership with ToysRUs,

Inc. ToysRUs and BabiesRUs are

collecting donations and distributing theiconic orange collection boxes in stores

nationwide through October. This year,

HGTV will highlight Trick-or-Treat for

UNICEF in a primetime Halloween tele-

vision special airing on October 16 at 8

PM ET/PT and include Trick-or-Treat

for UNICEF in the Halloween section of

HGTV.com.

In the most recent campaigns, TOT

has adapted to keep up with a changing

digital landscape, using mobile and on-line technologies to grow participation.

In 2008, TOT made its social networking

debut on sites such as Facebook and Twit-

ter. The U.S. Fund created Text-or-Treat

to allow people to donate via cell phone,

and this year marks the debut of the

Trick-or-Treat for UNICEF iPhone appli-

cation. Actress Selena Gomez, now in her

third year as Trick-or-Treat for UNICEF

spokesperson, has encouraged scores of

fans to get involved whether by host-

ing parties, mobile giving, or good old

door-to-door collecting.

Since its inception 60 years ago, TOT

has raised a total of nearly $160 million

funds that have made a critical difference

in the lives of millions of children around

the globe. While the mediums of partici-

pation are changing as Trick-or-Treat for

UNICEF enters its seventh decade, its

reasons for being remain constant: make

Halloween not just fun, but meaningful;

protect the lives of the worlds youngest

and most vulnerable; and inspire kids to

discover their own ability to help other

children like themselves.

To get involved or learn more, please visittrickortreatorunice.org

8/8/2019 Every Child No 3, 2010

15/20E v e r y C h i l d N o . 3 , 2 0 1 0

Timeline1950Pennsylvania

amily initiates frst-

ever TOT drive

1953The U.S. Committee

or UNICEF (now

the U.S. Fund)

begins running TOT

1959Lassie carries TOT

box on TV show

1961President Kennedy

lauds UNICEF

and TOT

1967President Johnsonproclaims October

31st National

UNICEF Day

1969TVs Bewitched

devotes ull episode

to TOT

1975

Actor Danny Kaye

marks TOTs 25th

anniversary with

5-day/ 65-city

plane tour

1980SKermit the Frog,

Scooby Doo, and

other characters

urge kids to Trick-

or-Treat or UNICE

1994Key Club Inter-

national highschool students

begin partnering

with TOT

2001TOT network

provides support

to kids impacted

by 9/11; TOT unds

earmarked to help

Aghan children

2004TOT goes digital

with online

undraising

2005Indian Ocean

tsunami and

Hurricane Katrina

spur record-breaking $18.25

million eort

2010TOTs 60th

anniversary;

nearly $160 millio

raised to date!

National Sponsor ToysRUs, Inc.We e ie e tyrU, Inc. in i ye e new Nin

sn e 60 nniey tot cign. Ki n iie cn ick

u e icnic nge cecin xe tyrU n bierU

e ninwie ug oce 30, 2010. aiiny, e f

ie in tick--te UNICEF iy, cue wi e e ne

e cign in-e c egie nine Toysrus.com/

UNICEF. t u e tick--te UNICEF cign een ue,

e tyrU Cien Fun e $200,000 nin e U.s.

Fun UNICEF.

National Media Sponsor HGTVreuning nin ei n, e eing ce newk e

n gen ging wi igig tot n oce 16 in ieie

tv eci 8 pm Et/pt. 4 iin unique ny ii wi fn h-

ween ecing n eneining i n hGtv.c/hween.

Proud Supporters FEED/HSNti ye, FEEd pec cny wi e ie iin cee

g uc FEEd e w cee e FEEd tick--te

g enef UNICEF. hsN, eing uicnne eie, ine

ce wi FEEd e excuie eie n ec g uce

hsN n.c/nce, hsN wi ne $3.50 e U.s. Fun

UNICEF.* t enug ie ne ci wi n enie ye w

eeni icnuien ueen.

Proud Supporter Key Club InternationalKey Cu Inenin, g Kiwni Inenin, i e nin

e n ge eice eei gnizin ig c uen.

te Cu 16-ye-ng nei wi tot i ne e cign n-

ge unning n ucceu, n ie ney $5 iin.

an nk u e u ue Cin Inc., aeicn aiine,

K, plaYbIll, n te bwy legue Kids Night on Broadway.

*For each FEED Trick-or-Treat bag purchased through HSN or hsn.com, HSN willdonate $3.50 to the U.S. Fund or UNICEF to help support UNICEFs nutrition pro-

grams. No part o the purchase price is tax-deductible. UNICEF does not endorse

any brand or product. For more inormation, visit uniceusa.org, eedprojects.com, orhsn.com/hsncares.

Thanks to Our Trick-or-Treat forUNICEF Sponsors and Supporters

8/8/2019 Every Child No 3, 2010

16/20U . S . F u n d o r U N I C E F

Giving back is powerful. I rst became

aware of this when I was in high school

and volunteered to help a young man

with cerebral palsy. His sense of grati-

tude for the time we spent together in-

spired me to look at people differently, to

remember the power of kindness, and to

see how important it is to always try to

positively impact someone elses life.

Throughout my adult life, my desire

to give back has informed my philan-

thropy as well as my decision to support

different causes. My involvement withthe U.S. Fund for UNICEF began when

I attended a luncheon and heard Ish-

mael Beah speak about his experience as

a child soldier in Sierra Leone and how

his life was saved and transformed byUNICEF workers in a rehabilitation

camp. Ishmaels story demonstrates

UNICEFs determination to go to any

length to save the life of a child.

When I talk to other people about

UNICEF, I tell them very simply:

UNICEF works! UNICEF saves lives!

Over the last 50 years, UNICEF has made

phenomenal progress and has helped to

cut the number of global child deaths by

more than half. UNICEF has the exper-tise garnered from more than 60 years of

experience, as well as access on a scale

unavailable to other organizations. It has

earned the trust of governments, organi-

zations, and local communities becauseof its commitment to their people and to

their needs. UNICEF has also earned the

trust of donors because they know that

for every dollar donated to the U.S. Fund

for UNICEF, less than 10 cents is retained

for administrative costs. The rest goes to

help children.

UNICEFs mission couldnt be more

urgent, and I believe that we all have a

responsibility to make sure it is fullled.

All children deserve to be protected. Allchildren deserve to be saved. With our

support, UNICEF will make sure that we

will reach a day when zero children die

from preventable causes.

p a r t N E r p r o F I l E s

UNICEFs mission

couldnt be more urgent,and I believe that we all

have a responsibility to

make sure it is ulflled.

Why I Give:Barrie Landry

8/8/2019 Every Child No 3, 2010

17/20E v e r y C h i l d N o . 3 , 2 0 1 0

p a r t N E r p r o F I l E s

My parents are both physicians and,

from a very young age, they took me

with them as they did volunteer work.

They provided health care to those who

couldnt afford it, both in Seattle where

we lived and in other countries. My

grandparents lived in Asia, and in the

summer we would volunteer at hospitals

and clinics there. When I was just 11, I

traveled on my own to Canada and spent

the summer working for the Red Cross.

After that, I spent more than 15 summers

doing volunteer work and internships

abroad, learning foreign languages, and

most importantly ex-

periencing cultures and life-

styles vastly different than

my own. My parents felt very

strongly about exposing us

to the idea of helping others,

and its something that I look

forward to sharing with my

kids as well.

I initially became involved

with UNICEF through the

U.S. Fund for UNICEFs

Womens Luncheon Series in Boston and

have since become a member of its steer-

ing committee. Its a wonderful program

that really connects me with world issues

I care about and with the incredible work

UNICEF is doing. At an

event last year, the speaker

described the conict-driv-

en violence against women

and children in the Congo.

It left me feeling angry, but

also made me want to do

more. At this stage of my life

with two little ones and

another one on the way I

cant volunteer abroad the

way I used to. But through

UNICEF, I can do my part

from a distance.

I like how the U.S. Fund

keeps its supporters well informed about

emergencies and other humanitarian is-

sues, as well as UNICEFs efforts and the

progress being made. With Haiti, for in-

stance I know theres still a long road

ahead, but its good to see all the ways

my contribution is helping UNICEF im-

prove the situation there.

Having children has really brought

home for me how important UNICEFs

work is. When your child has a fever, it

feels like a big deal. But there are so many

children in other countries who dont get

any health care at all. I want to do my

part. And as soon as my kids are ready, I

cant wait to take them on some UNICEF

eld visits.

Why I Give:Jeannette Hsu-McSweeney

...there are so many

children in other

countries who dontget any health care at

all. I want to do my part.

8/8/2019 Every Child No 3, 2010

18/20U . S . F u n d o r U N I C E FU . S . F u n d o r U N I C E F

I N s I d E t h E U . s . F U N d C o N t I N U E d

Photo CreditsCover: UNICEF/NYHQ2009-2297/Kate Holt

P1: U.S. Fund or UNICEF

P2: UNICEF/NYHQ2010-1270/Marta Ramoneda

UNICEF/NYHQ2010-1295/Marta Ramoneda

UNICEF/NYHQ2010-1248/Cli Volpe

UNICEF/NYHQ2009-2566/Pierre Holtz

P3: UNICEF/NYHQ2010-1557/. ZAK

P4: U.S. Fund or UNICEF/Jen Banbury

UNICEF/NYHQ2006-2264/Giacomo Pirozzi


P5: UNICEF/ITAL2010-0040/Alredo Falvo

UNICEF/NYHQ2005-0761/Pallava Bagla

UNICEF Myanmar/2007/Win Naing

P6: UNICEF/NYHQ2009-1913/Giacomo Pirozzi

UNICEF/NYHQ2010-1640/Marta Ramoneda


P7: U.S. Fund or UNICEF/Jen Banbury

P8: Let to right: Joe Vericker; Casey Marsh;

Jennier Lopez; Ted Tyndor; Joe Trofno;

Caryl M. Stern

P9: UNICEF/NYHQ2010-1558/. ZAK

UNICEF/NYHQ2009-0028/Iyad El Baba

P10-11: U.S. Fund or UNICEF

P12: U.S. Fund or UNICEF/Jim Salzano

U.S. Fund or UNICEF

P14: UNICEF/NYHQ2010-0668/Olivier Asselin

Courtesy o Barrie Landry

P15: Courtesy o Jeannette Hsu-McSweeney

UNICEF/NYHQ2008-1193/Kate Holt

P16: UNICEF/NYHQ2005-1407/Christine Nesbitt

IBC: UNICEF/NYHQ2010-0750/Roger LeMoyne

Courtesy o Harriet Natsuyama

Envelope: UNICEF/NYHQ2006-2866/Julie Pudlowski

Fighting for Children on Capitol Hill

Highest Rating for Six Consecutive Years

We are pleased to announce that the U.S. Fund for

UNICEF has received its sixth consecutive four-star

rating from Charity Navigator, Americas premier

independent charity evaluator. Only three percent of

charities evaluated by this trusted organization have

received its highest ranking for at least six straight

years. This demonstrates that the U.S. Fund for UNICEF

consistently executes its mission in a scally respon-

sible way, and outperforms most other charities

in America.

For more inormation, please visit uniceusa.org/charitynavigator

The U.S. Fund for UNICEFs Ofce of

Public Policy and Advocacy (OPPA) takesthe ght for child survival to the halls of

power in Washington, D.C., advocating

for the U.S. Governments annual con-

tribution to support UNICEFs core pro-

grams as well as championing legislation

that advances childrens health and well-

being around the world.

OPPA staff members meet with leg-

islators, write letters, coordinate testi-

mony for public hearings, and forge alli-

ances with other organizations that share

UNICEFs goals. But their success also

depends on UNICEF supporters beyondthe Beltway. Advocacy is not a spectator

sport, says Martin Rendn, Vice Presi-

dent of the OPPA. We are asking all of

our supporters whether theyre do-

nors or volunteers to be involved.

As a result of OPPA efforts as well as

the advocacy of UNICEF supporters

around the country the U.S. Govern-

ment has steadily increased its contri-

bution to UNICEF over the last sev-

eral years. For scal year 2011, both the

House Appropriations Subcommittee

and the Senate Appropriations Com-mittee have recommended $134 million

to support UNICEFs work. This would

be an increase of $1.75 million over last

year and would be the largest amount the

U.S. Government has ever allocated to

UNICEF. As of this writing, nal action

on both appropriations bills is expected

sometime this fall.

To advocate on behal o UNICEF, please visituniceusa.org/advocate

8/8/2019 Every Child No 3, 2010

19/20

Danny Kaye SocietyThe U.S. Fund

for UNICEF

Recognizing Those Who Have Invested

in the Future o the Worlds Children

t en e u w yu cn cee egcy ie uue genein cien,ee cnc Ken mezge -ee (866) 486-4233, ei [email protected].

Wen I w eni in ig c, I g ci g e unieiy

n uy cience. I w n iign iy wi ie ney n i

ey cnge y ie. becue eucin, I w e e iy

we-ying n ccuue i ing. Nw I wn u

UNICEF iin gie cien, eeciy gi, e e cnce ie.

Im leaving money to UNICEF through my trust because I want

to return the git I was given to the whole world.

Harriet NatsuyamaDanny Kaye Society Member

(formerly the U.S. Fund for UNICEF Legacy Society)

8/8/2019 Every Child No 3, 2010

20/20

U.S. Fund or UNICEF

125 Maiden Lane, New York, NY 10038

1.800.FOR.KIDS

uniceusa.org

2010 U.S. Fund or UNICEF.

All rights reserved

No child should die o a preventable cause. Every day 22,000 do. We believe that number should be zero.

Believe in zero.

The U.S. Fund or UNICEF has

earned 6 consecutive 4-star

ratings rom Charity Navigator.

Only 3% o charities evaluated

by this trusted organization havereceived its highest ranking or

at least 6 straight years.

We meet all 20 o the Better

Business Bureaus Wise Giving

Alliance Standards or Charity

Accountability.

Documents

Every Child No 3, 2010