UNICEF 'Say No To Naff' integrated campaign

UNICEF needed to stand out in the crowded charity Christmas gifts market.

With the help of Draftfcb, they launched the ‘Say No To Naff’ campaign, targeting the recipients – rather than the givers – of gifts. 

The central idea was to persuade people to tell their friends and family that they didn’t want yet another naff present, but would rather they bought a UNICEF gift, which would benefit a disadvantaged child overseas.

A purpose-built Facebook page formed the central hub of the campaign. A ‘share’ button allowed people to spread the ‘Say No to Naff’ message to their social network and people could buy gifts directly from the site too.  

Offline channels were used extensively to drive traffic to the site and raise awareness of the campaign.

The creative centred around the ultimate naff present – a knitted Christmas jumper. Knitted envelopes were delivered to high-value donors, a knitted billboard was erected and celebrities were kitted out in cringeworthy knits.   

The result? An impressive 114% increase in takings.