WORK

UNICEF

WATCH CASE STUDY

THE ASSIGNMENT

20% of all children are never vaccinated against the six main infantile diseases: tetanus, diptheria, whooping cough, polio, tuberculosis and measles.

We were asked to help raise awareness of the issue and drive UNICEF's campaign to reach a 100% vaccination rate by 2020.

THE THINGS THAT REALLY MATTERED

UNICEF is determined to close the gap and wanted to focus public attention on the issue.

The GENERAL PUBLIC doesn't even realize there is an issue.

THE RAPP SOLUTION

Use Twitter as a metaphor for the 20% of unvaccinated children.
SOCIAL

Celebrities and social influencers removed 20% of the characters from their tweets. The resulting nonsensical messages were signed off with #Objectif100. Twitter users were quick to show solidarity, and bloggers removed 20% of article content.

WHAT OUR CLIENT SAID

“With the 80% Twitter campaign, we’ve reached more than millions of potential contributors. It has also given us the opportunity for long-term partnerships with 30 Twitter stars.”

Ann Avril

Head of Development, UNICEF

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