The UNICEF UK 'Speak Up For Children' mobile campaign from Q2 2012 sought to raise awareness and donation intent. Millward Brown's ad effectiveness tool measured brand perceptions pre- and post-campaign exposure. The 4-month campaign across mobile networks and publishers significantly increased mobile ad awareness, association that UNICEF improves children's lives, favorability, and donation intent. It also drove perception that UNICEF is committed. The campaign was more effective for females, impacting awareness, favorability, and association, while males saw higher awareness and donation intent. Future campaigns should add calls to action and ensure branding and messaging are simple.