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er fun it to and Video Case 13.1 UNICEF and the Good Shirts Project Liited Nations Children's Emergency Fund (UNICEF) nated in 1946 as a nonprofit to protect the welfare and for children around the world. Wherever children are med by natural disasters, extreme poverty. violence, and other problems, UNICEF works with local and wermaloval partners to raise money and deliver services to bine ering and meet basic needs. Now UNICEF has teamed up with New York-based UN Justin and Christine Gignac, plus the online T-shirt der Threadless, on the Good Shirts Project. This is a combination fundraiser and educational program, raising Aness of the humanitarian crisis in the Hom of Africa Threadless produces the T-shirts and sells them online, with 100 percent of the proceeds poing to UNICEF. The artists donate their time and designs, and the BBH New York ad agency pro vides free marketing assistance. "We're literally letting people wear their donation as a source of pride and as a means to spread the word." says a BBH executive. "If friends get a little competi tive over who's being more altruistic, all the better." To communicate with potential donors and keep the pub lic informed about its services, UNICEF is an active user of social media. It has nearly 1 million followers on Twitter, where it uses the goodshirts hashtag when tweeting about Good Shirts, UNICEF also has nearly 2 million followers on and raising money to provide clean water, food, health sup Facebook and maintains a YouTube channel where videos are plies, and other desperately needed items for children and posted in multiple languages. alls in Somalia, Kenya, Ethiopia, Eritrea, and Djibouti Good Shirts is one of a number of initiatives that UNICEF Hundreds of thousands of children are at imminent risk of uses to call attention to world trouble-spots where children death." Gignac explains. "Obviously, we need to do some are in need of aid. When UNICEF's celebrity ambassadors, thing to help and are fortunate to have been included in this including Sarah Jessica Parker, Clay Aiken, and Laurence effort to raise money for the U.S. Fund for UNICEF to sup Fishburne, travel to these areas, they use their fame to spread UNICEF's message and attract media coverage. In a decades. Good Shirts follows in the footsteps of the Gignacs' pre old Halloween tradition, many U.S. children carry orange vious "Wants for Sale" art series, where they created paint- "Trick or Treat for UNICEF containers and ask for dona- ings of items and experiences they wanted and sold each tions as they go door-to-door in their costumes. No matter painting for the amount of money they would have to pay for where in the world children are threatened, UNICEF is ready 1 the item or experience. Similarly, each of the UNICEF shirts to help. is priced at the cost of buying what the shirt shows for people Questions for Discussion in the Hom of Africa. For example, the white T-shirt featur- ing a big, colorful mosquito sells for $18.57, which pays for 1. Identify UNICEF's target public and client publics. three insecticide-treated nets to protect from malaria. The Who is the target market for Good Shirts' social media white T-shirt featuring a green cargo plane sells for $300,000, messages? 2. What ideas and services are involved in UNICEF's the cost of chartering a flight from UNICEF's warehouse in Copenhagen to carry aid supplies to Nairobi, Kenya. In all, 3. What kinds of objectives do you think UNICEF set for the artists created a dozen eye-catching T-shirts with light- the Good Shirts Project? How should UNICEF evaluate hearted images "to remind people of the good they're doing the results of this project? by buying one," says Gignac. port lifesaving relief efforts." product