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“Rice helped make what seemed impossible or crazy, possible. Their work inspired Vietnam’s NGOs, including UNICEF, to rethink the boundaries of what can be done for children. I am in awe and utterly proud to have worked side by side with Rice.”

-Lara Vu,

Head, HCMC Office, UNICEF Vietnam

Loading Icon Social Photography Children NGOs Believe In Zero

Challenge

UNICEF Vietnam approached us with a complex challenge. As international funding waned, how could they best continue their crucial efforts in protecting and supporting the lives and potentials of millions of children in Vietnam?

The facts were grim. In one year ...

Fact Fact
Fact Fact
Fact Fact
Fact

UNICEF, who had been in Vietnam since 1954,
had already accomplished a long list of achievements, yet had remained essentially unknown to the local audience.

It was time for UNICEF to become visible and audible, so that Vietnam could start funding programs to address its children’s issues on its own resources.

Audrey Hepburn, year 1990, Vietnam

Solution

We set out to create a loud and meaningful version of a charity event everyone was familiar with.

The “fancy gala”.

We had to create a twist. In comes the Awards idea.

UNICEF owns a simple and powerful communication platform.

Believe In Zero

UNICEF believes ZERO children should die or suffer from preventable causes.

This concept drove our creative thinking.

Believe In Zero

UNICEF believes ZERO children should die or suffer from preventable causes.

This concept drove our creative thinking.

Believe In Zero

UNICEF believes ZERO children should die or suffer from preventable causes.

This concept drove our creative thinking.

Believe In Zero

UNICEF believes ZERO children should die or suffer from preventable causes.

This concept drove our creative thinking.

We began to play with a simple idea,
a donation, or a “plus” helps to solve the issues by getting closer to
ZERO.

Zero Zero
Zero Zero
Zero Zero
Zero Zero
Zero Zero
Zero Zero
Zero Zero

We discovered that each potential donor can be represented as a Plus

This community of +’s could join up to make ZERO a reality

And form a universal visual call to action

We discovered that each potential donor can be represented as a Plus

This community of +’s could join up to make ZERO a reality

And form a universal visual call to action

We discovered that each potential donor can be represented as a Plus

This community of +’s could join up to make ZERO a reality

And form a universal visual call to action

Loading Icon Logo Design Children NGOs Believe In Zero
Loading Icon Design Inspiration Children NGOs Believe In Zero
Loading Icon Design Inspiration Children NGOs Believe In Zero

We could inspire with the power of this mark

The ZERO mark showed up everywhere. Though our invitees were the wealthy and famous, everyone would know the cause.

A wide-spread campaign would spike awareness of UNICEF in Vietnam.

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Loading Icon Outdoor Ads Children NGOs Believe In Zero
Loading Icon Outdoor Ads Children NGOs Believe In Zero
Loading Icon Print Design Children NGOs Believe In Zero
Loading Icon Card Design Children NGOs Believe In Zero

A print invitation let our primary audience know what the noise was all about, and revealed finally,
that they were a Plus.

Loading Icon Event Concept Children NGOs Believe In Zero

At the event itself, invitees would learn much more about UNICEF’s history in Vietnam.

They would also be introduced again to the grim facts through an exhibition of artworks.

Loading Icon Event Concept Children NGOs Believe In Zero
Loading Icon Event Concept Children NGOs Believe In Zero
Loading Icon Brand Experiment Children NGOs Believe In Zero
Loading Icon Brand Experiment Children NGOs Believe In Zero
Loading Icon Event Concept Children NGOs Believe In Zero
Loading Icon Event Concept Children NGOs Believe In Zero
Loading Icon Brand Experiment Children NGOs Believe In Zero
Loading Icon Brand Experiment Children NGOs Believe In Zero

The award was designed as two intersecting planes. One plane was etched with the Zero Mark.

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Loading Icon Product Design Children NGOs Believe In Zero
Loading Icon Product Design Children NGOs Believe In Zero
Loading Icon Product Design Children NGOs Believe In Zero
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Loading Icon Event Concept Children NGOs Believe In Zero
Loading Icon Event Concept Children NGOs Believe In Zero

The event was attended by Vietnam’s opinion leaders and financial elites, who all donated generously while celebrating Vietnamese humanitarians. The press could not find hotter news.

Loading Icon Brand Experiment Children NGOs Believe In Zero
Loading Icon Brand Experiment Children NGOs Believe In Zero
Loading Icon Brand Experiment Children NGOs Believe In Zero
Loading Icon Brand Experiment Children NGOs Believe In Zero
Loading Icon Brand Experiment Children NGOs Believe In Zero
Loading Icon Brand Experiment Children NGOs Believe In Zero

The results are in. In a single night, UNICEF Vietnam raised...

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Result Result
Result Result
Result
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