Nostalgic global legacy campaign & powerful generational call-to-arms
Unicef: We are the generation
TV | Display | Social Media
Insight
Baby Boomers view themselves as a ‘lucky generation’ that shaped history, responding deeply to nostalgia and the desire to pass down their progressive values. To inspire legacy gifts in Wills, we rejected somber institutional fundraising tropes. Instead, we celebrated their collective past – using cultural milestones like the moon landing and the fall of the Berlin Wall to bridge nostalgic pride with a future mission to protect tomorrow's children.
Impact
Global adaptability: Initially developed for the UK, the core creative was seamlessly localized with country-specific historical footage across five additional markets.
High-value engagement: An interactive social media timeline drove deep engagement, with 40% of participants tracking through directly to UNICEF’s legacy pages.
Seamless data capture: Successfully shifted organizational perception around legacy marketing, capturing vital, qualified prospect data (including dates of birth) at a low cost per lead.