ONWALK

You challenged us to create a campaign that raises public support and money to “strengthen health systems in the developing world”. The way we look at it, it needs to get people engaged in a way that keeps them contributing.

Our approach involves taking “engaged millennials” and app users with social reach and use their activities that will encourage governments, private companies, and awesome potential donors to donate to a difference that counts.

THE CHALLENGE

OBJECTIVE

BACKSTAGEChild health is suffering in low-income countries, where 1 in 11 children die under the age of 5 due to preventable diseases.1

UNICEF strives to improve health systems in such countries with children at the heart of it.2

With over 2 billion Unilever products being used every day,3 the company has a responsibility with this sort of reach. Hence they have partnered with UNICEF to be a part of the solution, delivering sustainable change at a large scale.

Get people to share and donate to build better health systems that contribute to sustainability.

OURUNDERSTANDING

1 UNICEF data from brief 2 UNICEF data from brief 3 Data from brief

research&

insight

We came across a number of key points that helped shape our idea and inform our response.

RESEARCH

insight

Most people don’t want too much responsibility and rather their donations don’t affect their everyday lives.4

Millennials are more likely to put in an extra effort with digital than they would with actually donating.

Both Millennials and the older (donating) generation are motivated by personal recognition and benefits.5

Our research led us to a key thought. Everybody walks or moves, every day; whether it’s in the office, home or any other place.

Knowing this, our insight was simple:

Mobilise people to contribute by

what they do on a daily basis – walk.

So we’ve found a way to use an everyday activity and converted it into an opportunity to “micro-donate” and build sustainable health systems. Because of Unilever’s financial support and UNICEF’s transparency, we can turn any moment of walking into an act of donating.

4 http://www.techtimes.com/articles/11536/20140729/a-new-study-reveals-why-some-people-donate-to-charity-more-than-others.htm5 http://www.mensafoundation.org/about-the-mensa-foundation/foundation-voices/why-do-people-make-charitable-donations/

IDEA

ONWALK

TODAY

LAST MONTH

LAST WEEK

TOTAL

20 steps

10,000 steps

60,000 steps

200,000 steps

CONGRats

LEVEL 1CROSSED

Keep taking steps forsafe sanitation

facilities

ONWALK

feel Like doing a little

Extra?

DONATE

DONATE

STep calendar

track friends

about

Small stepsbuild strongfo u n dat i o n s

Walk On is an application that transforms any spare walking that the user gives into an opportunity to take action and build sustainable health systems.

With the idea that small steps build strong

foundations, we get people involved with the app. It gives them clear updates of how they are improving health systems. It works online as well as offline and gives them social reach.

After building a quick profile, the user can begin their journey with the ‘Step Calendar’ tab.

Each of the 5 categories are divided in levels. Once a level is crossed Unilever donates $1.00 on their behalf to a community they chose, embracing the user through social media.

The app sponsored by UNICEF and Unilever is downloaded

Each week the application monitors the user’s activity they have taken towardsthe 5 categories of a standard health system.

At different times the user is notified and encouraged to donate separately.

1 2 3

4 5

IDEA

We will invite them on their Twitterprofile to begin the Walk On quest by downloading the app

We will then use their email information and deliver high impact ads on their ‘newsfeed’

Using Unilever’s data partner (SAP)6 we will overload Walk On’s CRM database with cookie data to target and invite more people wherever they are, e.g. Google Maps.

6http://www.sap.com/asset/detail.2014-06-jun.unilever-runs-sap-mp4.html

With the app we have launched a microsite. The awareness campaign targets our audience here each time and serves as a base for Walk On. Also the data output from people walking with our app is displayed on a counter to motivate visitors to, download the app, or ask existing users to keep updated.

The awareness of “Walk On” comes to life in 3 definite stages.

Stage 1 – The millennial target

MICROSITE

Using cookie data and social profiles of people who are frequent in matters regarding volunteering, causes and other similar topics, we will reach out to them to take part in Walk On’s mission.

ABOUT

TRACK

DONATE

NEWS

walking for sustainability

Five HEALTH CARECategories

CONTACT PRIVAcY HELP

affordable drugs and supply

clean & safe sanitation facilities

healthy behaviours

how to seek help

quality care

Click on the map to see how they're doing

I'm INDOWNLOAD

or log in

ONWALK

IDEA

Dengue 212m awayvisit walkon.org to learn how you can keep it at bayWALK ON App By Dec. 2017

the risk of Malariafrom here can be wiped out. Visit walkon.org to get involved

ONWALK

MALARIADENGUE

Stage 2 – The rest of the targetIn order to raise complete awareness we have developed traditional media advertising that drives the message home in key environments using Film, Out of Home activations, and ambient advertising.

Film –we will target our audience with this medium in environments where it thrives, e.g. YouTube, TV.

Out of home activations – tactical OOH activation to engage and remind people to donate and take part inhigh denisty locations e.g. airports

Ambient advertising – make a lasting impact with ambient activations that drive the message home

Small steps build strong foundations

You can save a child’slife by the time you walk to your boarding gate

Stage 3 – Commending the target's effortsFILM/Video

We know people are motivated by recognition, especially on social media. So a badge is given to each person who completes all levels across all 5 categories of a health system from UNICEF entitled – “Social Goodwill Ambassador”.

IDEA

The film opens to a pair of feet walking – a less fortunate child’s.

Cut to show another pair of feet, this time with shoes.

And then another with slippers. And then another with heels.

This pattern continues.

VO: We all have our differences; yet one thing we all share

in common is our desire to move forward.

The scene cuts to show a split screen of all the feet that were

walking – with the child’s in the middle.

VO: What if with every step forward you were saving lives?

The message appears with Walk On’s logo followed by “An

initiative by Unilever and UNICEF” message and the

web address “walkon.org”

VO: Small steps build strong foundations. Walk with us to

build sustainable health systems for children in need.

Get involved.

an initiative by

visit walkon.org to learn more

Also, those who complete these will feature on Unilever’s website in a section entitled “Activists of Sustainability”.

Activist of Sustainability

Read her story

SocialGoodwill

Ambassador

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EFFECTIVENESS&

SUMMARY

Effectiveness

SUMMARY

As we mentioned, this campaign aims to build a system that keeps people contributing throughout, and reward their efforts with Unilever and UNICEF.

The activities and performance of the application will also be measured on a two year timeline:

App downloads that tell where they came from most and what demographic downloaded them.

Data from the app that informs where people were walking most in their localities.

Response from social media when users shared their completion of the app’s requirements and levels.

Organic reach of user’s badges from UNICEF and recognition from Unilever

Get people to share and donate over an extensive period

Use their daily activity of walking to create a movement

For sustainable health systems in developing countries

By downloading the Walk On app and donating through

walking and encouraging more people to donate separately as well.

THANK YOU