UNICEF USA came to my team at Blue State looking for a summer campaign to keep their audience engaged during what would typically be a slow period for fundraising, while providing an optimistic respite from the realities of the challenging work UNICEF does. The campaign takes the user through a series of stories that illustrate the power of water: as a threat to a community, a necessary asset in attaining autonomy and opportunity, and simply as a thing of beauty.
We introduced the campaign through a series of emails that teased the #WaterIs stories and directed users to three longform storytelling landing pages.
At its conclusion, the campaign pivots to address the dire need for safe drinking water for children around the world, and utlitmately a fundraising ask to support Unicef's work towards that.