Together we will transform your charity online
Feb 10
On February 8th 2010, UNICEF UK will launch its biggest ever initiative. Spanning five years, ‘Put it Right’ aims to inspire unprecedented action to protect the rights of children everywhere. A vital part of the campaign the microsite at www.unicef.org.uk/putitright conceived, designed and built by Baigent Digital, enables in-depth engagement, supporter involvement and online giving to this ground-breaking campaign.
Put it Right has three aims: to raise an initial £55 million; to campaign for action by the government and to put children’s rights at the heart of the UK’s approach to children.
The microsite supports an integrated advertising campaign across TV, print, digital and outdoor media. The campaign microsite brings together:
- multi-layered story-telling, through picture essays which tell the stories of six children who've had their rights denied and the impact this has had on their lives
- sophisticated fundraising for direct debit and credit cards
- campaigning tools for motivated supporters
- with the means for supporters to spread the word virally via twitter, facebook and other social media.
Martin Campbell, MD of Baigent Digital explains, “The Put It Right Initiative is a striking one because of the way it’s been put together to combine the attention-grabbing power of traditional media in print and on the small screen with the in-depth engagement and interaction that’s possible in a digital environment. The initiative isn’t just about raising funds in response to a need, it takes a new look at the role that rights play in the lives of children across the world, and how denying those rights is something that we have a responsibility for. It’s much more subtle than a simple “ask in response to a need” and demands much more depth to the materials supporting the initiative.
The Digital team have done a great job to bring together the many different media promoting this campaign into one place, delivering one rich and deep experience which is strongly focussed on users’ motivation to support the campaign through giving, campaigning and spreading the word. The team at Baigent Digital have enjoyed the challenge and we’re glad that we’ve been able to contribute to UNICEF’s amazing work around the world, protecting the rights of children.”