Cartoon Chaos

Protecting children from the video’s disturbing images was one of the organization’s main concerns when developing the campaign along with Paris-based ad agency Publicis. TV stations were asked not to air it before 9 p.m.

A few days prior to this writing in mid-October, UNICEF Belgium launched a direct-mail campaign to its house list and planned a prospecting direct-mail campaign for the end of October. And although it was too early to begin estimating the campaign’s effect on contributions, one immediate response was an increase in both the number of hits to the organization’s Web site and in online donations.