UNICEF was founded in 1946 by the United Nations to provide food, clothing and healthcare to children. It is now a permanent part of the UN and works to promote children's rights and wellbeing in 190 countries. UNICEF focuses on child survival and development, education, HIV/AIDS, child protection, and advocacy. It is primarily funded by governments and individual donors and overseen by a 36-member executive board. UNICEF uses digital marketing like websites, social media, emails and mobile apps to encourage support, ensure transparency, and build relationships.

1. 1
Theresa Wessels
Inga Warrelmann
Justine Portelli
Lilei Li
Lisa Laschke
Stefan Wolfkamp
Qing Xu

2. Agenda
General information
Organisation
History
Finance
Management
Online Marketing - Digital
Marketing Strategy
2

3. General information
• United nations childrens’ Fund
• Promotes the rights and wellbeing of every
child
• Working for children for almost 70 year
• Work in 190 countries and territories
• Headquater in New York
• Executive Director: Anthony Lake
3

4. Priorities of UNICEF
• Child survival and development
• Basic education and gender equality
• HIV/AIDS and children
• Child protection
• Policy advocacy and partnerships
4

5. History (1/3)
1946 – UNICEF was founded by the United Nations
Goal: Providing food, clothing, health care
1953 – UNICEF is from now on part of the UN
Start of a campaign against a children´s disease
1954 – Danny Kaye becomes UNICEF´s ambassador
1959 – UN adopts children rights
Aim: Protecting children´s safety, education,
health care, shelter, nutrition
1961 – UNICEF focusses on the support of kids
education
Teacher training, classroom equipment
5

6. History 2/3
1965 – Reception of the Nobel Piece Prize
Promotion the brotherhood among nations
1979 – People and organizations prove their
commitment to children
1981 – Reinforcement of the breastmilk
substitutes to support breastfeeding
Improve health of infants
1982 – UNICEF pushed rescue of many children
On the basis of growth monitoring, oral
rehydration, breastfeeding, immunization
1987 – Spark the discussion about how to protect
children and women from the economic outcome
and the poor country situation
6

7. History 3/3
1989 – Human rights legislation is adopted
1990 – Summit for children
Goal: Increase the children´s health, nutrition,
education
1996 – UNICEF´s support of a study „The effect of
children on war´s“
1898 – United Nations picks up on topic of children
and conflicts
2001 – New campaign launched „Say Yes for Children“
Initiative of the Global Movement for Children to
integrate every citizen with the aim to support
children´s live
2002 – First session dedicated to children to rekindle
dedication to children's rights
7

8. Finance (1/3)
8

9. Finance (2/3)
9

10. Finance (3/3)
10

11. Management
• UNICEF is supported by voluntary funds. Governments
contribute two thirds of the resources; private groups and some
6 million individual donors contribute the rest through National
Committees.
• Country office carries out UNICEF‘s mission through a unique
programme of cooperation developed with the host government.
• Regional offices guide the work and provide technical
assistance to country offices as needed.
• Overall management and administration takes place
at headquarters.
11

12. Management
• Specialized offices include the Supply Division, based in
Copenhagen, which provides essential items as the
majority of life-saving vaccine doses for children in
developing countries.
• It operates the Innocenti Research Center in Florence
• Offices for Japan and Brussels, which assist with fund-
raising and liaison with policy makers.
• 36-member Executive Board: Establish policies
Approve programmes
Financial plans and budgets
Guiding and monitoring all of the works.
12

13. Organization
• UNICEF is a private, self-governing, non-for-profit
organization on behalf of children in 190 countries
• Different country offices carry out UNICEF's mission
according to their unique programs of cooperation
developed with the host government
• The organization consists of head quarters, supply
division, innocent research center, 34 national
committees, individual donors and a 36-member
executive board. (UNICEF, 2016)
13

14. Organization
14

15. Digital marketing strategy
• Encouraging public support, participation and action
(donations)
• Ensuring greater transparency and accountability
• Increasing and sustaining relationship-building and brand
awareness
15

16. Digital marketing strategy
• Encouraging public support,
participation and action (donations)
• Ensuring greater transparency and
accountability
• Increasing and sustaining
relationship-building and brand
awareness
16

17. General information: History
• Website (and seperate Online Shop)
• Display advertising (Banner, Images,
Videos)
• Social Media
• Blogs
• Podcasts
• Open data portal (Statistics)
• E-mail Marketing (Newsletter)
17

18. General information: History
Mobile Marketing Affiliate Marketing
(App for smartphone and tablet) (Banners on partner website)
18

20. References
• https://www.unicef.org/about/who/index_introduction.html
• http://open.unicef.org/
• https://www.unicef.org/publications/files/UNICEF_Annual_Report_2015
_En.pdf
• USIP (2016) Guide for participants in peace, stability, and relief
operations. Available at: http://www.usip.org/node/5602 (Accessed: 2
December 2016).
• UNICEF and Sasha, Z. (2016) How UNICEF works. Available at:
https://www.unicef.org/about/structure/ (Accessed: 2 December 2016).
• Nutrition Supplier Meeting (2015) Supply division. Available at:
https://www.unicef.org/supply/files/1_UNICEF_Supply_Divisions_Procur
ement_of_Nutrition_Supplies_Francisco_Blanco_UNICEF_SD.pdf
(Accessed: 2 December 2016).
20