Case Study: UNICEF USA opens the door to digital Halloween donations with AKQA

UNICEF USA revitalizes Trick-Or-Treat for UNICEF with AKQA, reaching $195 million in donations

The customer, UNICEF USA, faced a challenge with their long-standing Trick-Or-Treat for UNICEF campaign. Due to COVID-19 and the shift to a cashless society, donations had declined as the traditional method of collecting coins in physical boxes was no longer viable. The vendor, AKQA, was tasked with reinventing this philanthropic Halloween tradition for a digital era.

AKQA's solution was to digitize the iconic collection box by implementing a universally understood QR code payment mechanic. This code was promoted through a hero film, social media with celebrity ambassadors, and an interactive AR filter. This modern approach successfully opened the campaign to a new generation, reviving the American pastime and adding to its historic $195 million donation pool.

UNICEF USA