Creative Execution

We built a website that mines cryptocurrency in the background for UNICEF causes. Visitors to the website agree to donate spare computer power to the task, and then leave the tab open in their browser while they go about surfing the web as normal. The Hopepage draws attention to UNICEF’s most urgent causes, and quantifies exactly what your cryptocurrency is funding – from water and shelter to vaccines and school books. Visitors see a tangible result from leaving the page open. PR was used to gain national attention for this new way to donate, as well as social video appealing to people looking for a simple way to make a big impact for children in need. All proceeds go directly to a cryptocurrency wallet owned and maintained by UNICEF, to be distributed where it is needed the most – giving hope to millions of children around the world.

The Hopepage is an entirely new revenue stream for UNICEF, giving donors a way to do something about humanitarian crisis around the world, by doing nothing more than leaving a web page open. - In 48 hours we achieved significant media attention, gaining a reach of over 120 million people across 17 countries, without a single dollar spent on media. - The average time spent on the site was over 14 minutes - The collective time spent from all users in the first week exceeded four years. - Awareness of the Rohingya crisis rose by 17% - UNICEF Australia's most successful awareness campaign to date

Our audience was young people who found themselves uninspired by the charity sector, who feel the problems in the world are so great that they simply don’t know where to start and find themselves stuck in a state of inertia. We needed to convince them that the simple act of changing their default browser settings just once and sharing this with friends and family, will be a first step in contributing to amazing causes around the world. This was not just a means for raising vast amounts of cash from a small commitment of effort. We also opened up a direct communication channel to millions of new leads who have already given us permission to speak. Each person who agreed to help generate cash from the UNICEF ‘Hopepage’ was also shown all the amazing work the charity is doing daily, whenever they opened their web browser each day.