WORK FOR GOOD CUT

Appeal Appeal - UNICEF Australia
Charity

Shortlist

Title:	Appeal Appeal
Brand:	UNICEF Australia
Product/Service:	Charity
Client:	UNICEF
Agency:	Howatson+Company
Production Company:	Howatson+Company
Editing Company:	Howatson+Company
Sound Company:	Howatson+Company
Creative Director:	Gavin Chimes
Release Date:	2025-01-30
Duration:	01:46
Individual Credits:	Chief Creative Officer: Gavin Chimes
Individual Credits:	Chief Media Officer: Sasha Smith
Individual Credits:	Creative Director: Scott Zuliani
Individual Credits:	Senior Art Director: Jack Close
Individual Credits:	Senior Copywriter: Zak Hawkins
Individual Credits:	Design Director: Reece Lawson
Individual Credits:	Studio Lead: Simon Merrifield
Individual Credits:	Finished Artist: Patrick Rivera
Individual Credits:	Senior Producer: Caitlin Perz
Individual Credits:	Producer: Charlotte Breene
Individual Credits:	Videographer: Mark Broome
Individual Credits:	Senior Editor: Fraser Kelton
Individual Credits:	Group Business Director: Belle Simmonds
Individual Credits:	Senior Business Manager: Eddie Moult
Individual Credits:	Planning Director: Georgia Pritchard
Individual Credits:	Head of Strategy and Planning: James Turner
Individual Credits:	Investment Lead: Liz Lonsdale
Individual Credits:	Media Director: Sophie Jablonski
Individual Credits:	Senior Media Manager: Chris McMahon
Individual Credits:	Digital Manager: Jeffy Thomas
Notes for Judging:	The UNICEF Appeal Appeal is a groundbreaking fundraiser that turned every appeal during the biggest women's cricket match into a donation appeal for gender equality. Appeals are the most watched moments in cricket: they're how batters get out and happen 40+ times a game. So UNICEF hacked them to fundraise for girls who don't have basic rights, let alone the right to play sport. Whenever the players appealed for a wicket on the pitch during the Women’s Ashes match between Australia and England, an unmissable appeal for donations was triggered, immediately blanketing the stadium with QR codes. By scanning, fans could make vital donations to UNICEF. But we didn’t stop there, our ripple media strategy sequenced every appeal to spread from the pitch to fans around the country on live broadcast, online, digi-OOH, radio and social — over 60 times in total. Everywhere fans watched, UNICEF implemented the Appeal Appeal donation mechanic in the culture of play without disrupting the viewing experience. The Appeal Appeal reached 6.8million people during the match, resulting in a 921% uplift on baseline donations, a 16% increase in overall brand engagement, and a 207% increase in revenue, providing critical support to girls who still don’t have access to basic rights like education, health, nutrition, and protection from violence — let alone the right to play sport. On top of its immediate impact, in collaboration with Cricket Australia the Appeal Appeal is now a blueprint that will be activated during all Australia’s women’s, and men’s cricket matches next summer — ensuring that UNICEF can keep providing basic rights for every girl.
Additional Credits:	UNICEF Australia  CEO: Tony Stuart Deputy Director: Libby Hodgson  Head of Brand: Lisa van der Westhuizen/Gemma Hill  Head of Corporate Partnerships: Allison Bennett Brand & Content Manager: Maryanne Seabra Senior Media & Public Affairs Manager: Richard Parlett Strategic Partnerships Manager: David Reis Partnerships Manager: Sarah Dawson  Paid Media Manager: Maria Melicor Cricket Australia CEO: Nick Hockley Head of Social Impact & Sustainability: Megan Barnett-Smith Senior Player and Partnerships Lead: Simone Roberts Senior Manager Commercial Communications: Sarah Carpinteri