Title	UNICOIN
Brand	UNICEF SWEDEN & H&M CONSCIOUS FOUNDATION
Product/Service	NGO
Category	C02. Microsites
PR Agency	EDELMAN DEPORTIVO Stockholm, SWEDEN
Entrant Company	EDELMAN DEPORTIVO Stockholm, SWEDEN

Creative Execution

We invented a new currency, with a blink towards the bit coin society, and let the exchange take place on our campaign site. Together with a media and bloggers outreach and a youtube film, we urged parents and children to contribute with drawings or to spread the word on early childhood development. On www.unicoins.org children and their parents could exchange a drawing to get a Unicoin. H&M Conscious Foundation matched the Unicoins with education supplies to children in need. The campaign was developed to maximize spread, from UX to the design of the bitcoin itself.

More than 100 editorial articles in news media, tech and lifestyle media. Everywhere the brands and the core messages were mentioned. People from 36 countries shared the campaign site thousands of times. The campaign got an earned reach of more than 200 million people in traditional and social media, to a media value of app. 5 million USD (+50x campaign budget). It resulted in 20 000 notebooks and pencils to children in developing countries. By inventing a new world currency and letting children share their dreams, we got room to discuss what’s needed for other children to reach their’s.

Our mission was to highlight the importance of early childhood development. We were asked to engage children and parents, and our campaign should be exciting enough to get earned media. Parents have appreciation for both H&M and UNICEF. To get parents involved we wanted to get their attention by being innovative and by letting them show pride for their kids. All children dream about their future. One of the most amazing channels for children’s imagination are drawings. What if we could use the power in children’s imagination to ensure that other children will reach their dreams? We invented a new world currency, the Unicoin, fueled by children’s imagination, investing in children’s future. The exchange took place on a campaign site, where children could upload their drawings and get one Unicoin in return – that was invested in school supplies for children in need.