Iconic Trick-or-Treat for UNICEF Box Is Back
UNICEF USA President & CEO Michael J. Nyenhuis recently sat down with UNICEF USA Chief Marketing Officer Shelley Diamond to chat about the history and impact of the Trick-or-Treat for UNICEF campaign and the power of the iconic Trick-or-Treat for UNICEF box. This article originally appeared in Relentless, a LinkedIn newsletter.
The Kindergartener Philanthropist. Sounds like an inspiring Hallmark movie, doesn’t it?
Well, in a few weeks, there will be a lot of kindergartener philanthropists knocking on doors in neighborhoods across the country. And they will be in entertaining costumes, as well.
Halloween is approaching, and with it, the annual Trick-or-Treat for UNICEF tradition. For the first time in a few years, many kids going door-to-door will carry not only a bag to collect candy but a little orange box, too.
That’s right, the box is back!
When I was an elementary school student in Owatonna, Minnesota, I carried one while knocking on doors at Halloween to seek candy for me and coins for kids in need far away. I bet many of you did the same in your communities.
Raising money for UNICEF’s work to support children around the world was my first experience as a philanthropist and global citizen. Apparently, it really stuck with me. I later chose a career in the global humanitarian and development field—and now have the privilege to lead UNICEF USA. Who would have thought?
For the past few years—prompted first by the COVID pandemic and then as a way to maintain a digital connection to supporters—we turned Trick-or-Treat for UNICEF into a digital experience without a physical box. It worked okay and we learned a few lessons.
One lesson learned? Kids and families wanted the box back. This year, we did exactly that.
I spoke with my colleague Shelley Diamond, Chief Marketing Officer at UNICEF USA, about that decision.
“To a person when I tell them I work for UNICEF USA, that’s the first thing that everyone mentions,” Shelley said of the fond memories people have of taking part in Trick-or-Treat for UNICEF. “It still elicits this incredibly emotional moment. They remember bringing the money home and counting all their coins. They were kindergartener philanthropists.”
Trick-or-Treat for UNICEF is one of the longest-running youth engagement programs in the U.S. “People who have participated always bring up the box,” Shelley said. “That physical manifestation of UNICEF was the thing they could touch and feel. "In the world we live in today, so much is virtual and digital. People are desperate for physical experiences.”
“What we learned over the past few years is you can’t fully virtualize Halloween. Your costume is tangible. You can’t get your candy through the phone. You want to walk around your neighborhood with your friends. This is a physical holiday, and the box is part of that.“
What we learned over the past few years is you can’t fully virtualize Halloween... This is a physical holiday, and the box is part of that. — Shelley Diamond, UNICEF USA
This year, we are tapping into a host of new partners to distribute Trick-or-Treat for UNICEF boxes across the country.
We’re getting help from Hallmark Cards, which will distribute the boxes in nearly 1,200 participating Gold Crown stores nationwide, as well as 175 Screenvision Media movie theaters, at select The Rock and Roll Playhouse concerts and through the Association of Children's Museums in pilot locations.
We’ve enlisted the Queen of Halloween, Heidi Klum, to help out, as well.
UNICEF USA supporter and star of America’s Got Talent, Making the Cut and Project Runway, Klum has just released a creative PSA that plays on her “Queen of Halloween” status and unveils a refreshed Trick-or-Treat for UNICEF box in the spirit of the nostalgic original. She cheerfully announces: “The Box is Back," introducing the campaign to a new generation of global citizens.
If you took part in Trick-or-Treat for UNICEF when you were young, I know you still remember the experience. Many people tell me they do. If you are a parent of a trick-or-treating-aged youth, here’s your chance to add some meaning to your Halloweening. Who knows, one of the kids carrying the orange box this year might have my job one day!
Get involved! Visit trickortreatforunicef.org
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