Digital communication, assignment 2

Why? How? What?

WHY?

UNICEF believes in the equity of children all over the world. They think that all children should have the same chance to reach their full potential. "They all deserve to be happy and healthy". Millions of children are discriminated based on certains factors that shouldn't be any factors of discriminations nowadays in our society. They are discriminated because of their gender, ethnicity, their socio-economic status, their place of birth etc. UNICEF inspected and analyzed why we should fight against it. There is a big difference between a child who didn't had a fair chance in life and between a child who had a fair chance in life. The inequalities are passed from generation to generation. It is like a vicious circle.
HOW?

UNICEF is collecting money all around the world from sponsors, companies, the public, schools, hospitals, celebrities and a lot more. UNICEF is using the money in making small investments and targeted actions so that every child has a fair chance in life.

WHAT?

Children with disabilities who don't have a fair chance in life because of their background. This is what UNICEF is fighting against and that is what they want our society to support.

BHAG?

UNICEF want to change the world and make it a better place for children. As they state: " Every child should have a fair chance in life".

UNICEF does everything to achieve these goals:

Click here for more information about their goals!

Fundaments for a new community building plan, using the 4 C’s:

CONTEXT?

The economy of our society could have a strong impact on the future of UNICEF. UNICEF is a NGO, so the money they gain depends on the donations. If an economic crisis is appearing, less people would be tempt to donate money because they would prefer to spare money in those times. That means that the charity is strongly dependent on the donators AND on the economy in general.

UNICEF could have some trouble if bad advertising would be spread about them. The most important characteristics of UNICEF are their credibility and trustworthiness. If someone would post something bad about this charity it could lead to hard consequences for UNICEF. They could either loose their image and/or identity, and this could lead to less donations or even the end of UNICEF. If something similar would happen it will be really hard for them to rebuild a bound with the target audience.

CONSUMER?

The new consumer I would like to focus on are the young adults. As I looked though the donations, I realized that most of the time, the ones who are donating money are parents, companies and celebrities. By focusing on young adults, UNICEF could influence many other T.A. Young adults are very active on social media nowadays and they are mostly independent, that means that they can make their own choices. UNICEF is also looking for young adults to work for them and to help out with some projects. "Everybody is welcome!"

COMMUNITY?

UNICEF already has a big community who are loyal to them. This community is mostly composed by companies, sponsors, schools, parents, and some health care centres. When this community is donating money, they mostly donate it by transferring it online because it is easier. The thing is that companies like to enhance their image by donating a big amount of money to this charity and therefor they ask the charity to inform the world about this action. To bring young adults closer to UNICEF, they could create a community/group on social media platforms where exclusively young adults are posting their experiences with UNICEF. 

CONNECTION?

UNICEF needs to arrange their website into a more "younger" appealing website. Also what they could do is offer some free internships for young adults. Offering free internships could be something good for UNICEF because they are going to work with the missing target audience and it could be also good for the young adults who don't have the possibility to travel or who just don't have money.