Unicef needed to develop a lucrative, repeatable, mass market fundraiser that would appeal to families. 

We used our online ethnographic deep dive approach with 32 families selected to be as diverse as possible: from mixed ethnic groups, same-sex, adoptive, diaspora, single parent, multigenerational, etc. 

We found that all families fundamentally share the same struggles and aspirations in balancing time, quality and money. They make lovely plans to spend quality time with their children but life gets in the way. They delight in fun times together but these are hard to achieve with a tight budget. They also want to teach their children about civic responsibilities and caring for others, but have no simple way to do so. 

The insights led UNICEF to develop the Paddington Bear postcards, a fundraising product that delivered genuine value exchange. Paddington Bear postcards raised many millions for the charity - and are expected to raise many more over the lifetime of the product - enabling UNICEF to deliver work for more children in the UK and abroad.

UNICEF won a prestigious Chartered Institute of Fundraising Award for the work.

Accolade

CIOF 2020 I ‘Most Innovative Fundraiser’ I Winner