“A little change makes a big difference.” Challenge:Announce P&G’s partnership with UNICEF by creating a site that encourages an elementary-school audience to discover how even small amounts of money help children in need around the world.

Execution:To celebrate Trick-or-Treat for UNICEF, a key fundraising initiative, we developed a game in which kids are questioned about UNICEF, and earn change for correct answers. Each “donation” includes information explaining what UNICEF achieves through even the smallest donation. The Calculator furthers the concept: Kids enter sums to see real examples of how a little money goes a long way.