19,000 kids die every day from preventable causes. UNICEF believes that number should be zero. It's an admirable goal but "believe in zero" makes for a head scratcher of a tagline. Especially for an organization whose mission many people in the US aren't familiar with.
We needed to create one piece of communication that did a lot of heavy lifting. It needed to explain the organization's goals, give context and meaning to the tagline and actually inspire people to get involved and donate.
(which you can do here)