The idea behind UNICEF ‘We are Strong Campaign’ is to share the joy of donation with teenagers through the world’s biggest birthday party. Korea’s teenagers often consider their lives hard and unhappy not knowing their happiness. It’s because they are not aware of the fact that millions of children around the world cannot even dream for their future, suffering from hunger and unfair labor. Therefore, the campaign was designed to experience and deliver happy energy to those who are in need of our help around the world.

To appeal UNICEF’s ‘We are Strong’ campaign in a friendly way, Korea’s representative idol ‘Infinite’ participated as guarantee. As soon as the campaign started, UNICEF released teaser video in music video format and later on they completed the music video with teenagers who participated in donation. Moreover, in order to help understanding of donating items, Infinte’s each member created emblems and carried out posters and viral video. Besides this, Infinite visited schools and installed photo zones and rapped class doors. With such surprise events, they enabled people to experience and enjoy the campaign.

From the very beginning of ‘We are Strong’ campaign, UNICEF had the power of encouraging continuous participation. In particular, it changed the profile of teenage participants. Teenage participants could experience new and fresh donating culture and those who like idols could have meaningful time with Infinite. To them, expressing their personalities and getting involved in such campaign almost became like a new trend. This campaign successfully shared the joy of donation with teenagers. In just two months after launch from July to September, 2012, 13,500 people visited Youtube, 9,898 tweets were posted, and 870 people donated their birthdays & gifts. With such positive result, we are hoping to see them building donating habits even when they are in 20s and 30s.