UNICEF Kid Power is a wearable band that encourages kids to earn points by going on “missions” that help them learn about new cultures, tapping into kids’ motivation to help other kids. Points are translated into funding from partners, parents, and fans, and the money goes toward delivering food to malnourished children. It comes with a free companion app, which lets kids go on Missions to learn about new cultures while they get active. As kids move, they earn points that unlock funding UNICEF uses to deliver lifesaving packets of therapeutic food to severely malnourished children around the world.
We worked with UNICEF Ventures Lab to translate the Kid Power school program into a fully-fledged retail proposal. Our multidisciplinary team took Kid Power to market through messaging, graphics, user experience, and events, delivering:
We are happy and proud to be part of the initiative.
Working closely with UNICEF’s communications teams, we developed the Brand Guidelines for messaging and logo use. The new logo is a metaphor for the role children can play in changing the world. Its design conveys the unique energy we see in children not as mere spectators but as the new generation of global citizens. Starting with a solid centre in classic UNICEF cyan, we integrated colorful oblong rings showing movement. Much like the spark of an atom, each ring represents activity and energy that converge on the centre — the children themselves.
Our multidisciplinary team of branding experts, UX designers and graphic designers created a digital strategy and implementation including website, school program site and e-commerce website for UNICEF Kid Power. The resulting website is easy, safe and entertaining for everyone from a 6-year-old to parents and teachers alike.
UNICEF Kid Power had proved successful during its initial launch, but it was imperative to revamp communication and digital presence in order to grow to the next level of consumer retail sales, including an e-commerce website for direct sales. UNICEF Kid Power asked us to redesign the websites to better accommodate the changing needs of the schools program and the mainstream consumer market. They also needed to develop an e-commerce website.
Our digital, IoT, service design and branding experts came together for the project, and formed a multi-faceted team to follow:
– Schools non-profit program (strategy, UX design, graphic design)
– E-commerce website (strategy, UX design, graphic design)
– Consumer website (strategy, UX design, graphic design, development)
– Art direction (creative direction, photo shoots, infographics)
We did a complete restyling of the website, including a complete graphic system that is in line with the US Fund brand book.
The architecture of the school program site is designed to grow and transform as the program does throughout the school year, including recruiting participant classrooms, tracking participant activity, celebrating “Kid Power Month”
To create a genuine communication platform, we used real kids that participate in the program, not models from agencies. The photography is simple and almost home-made mirroring the grass roots base of the product. This is a consumer product, but it must always remain deeply imbedded in the values of UNICEF, the parent company in this case.
The new websites maintain UNICEF’s global branding, such as its signature blue color, and the look and feel that would be easily associated with the U.S. Fund for UNICEF mother brand, while maintaining a competitive tone, look and feel for the crowded market of wearable devices and activity trackers for kids.
The graphics highlight the varied contents of the app, ranging from sports stars and famous champions such as including celebrities and athletes like P!nk, Aly Raisman and David Ortizl to videos about the missions.
The new websites function in a much more effective on mobile devices and tablets. They drastically increase school participation – 170,000 students (6,600 classrooms) in 49 states have joioned for the 2016-2017 school year (up from 68,000 in 2015-2016!). The new sites increase participation, evolve branding and function to support the project’s final goal – empowering kids to get active while helping malnourished kids around the world.
The Unicef Kid Power Day in the New York Hall of Science allowed families to join the UNICEF Kid Power Team. Families journeyed to three stations, each one symbolizing a different country including, Burkina Faso, Haiti, and Uganda. We created a series of experiences and activities for the children to share with their parents, while simultaneously gaining nutrition packets, allowing UNICEF to deliver food to severely malnourished children around the world. We also created all the branded touchpoints at the event, including banners, posters and passports for the children journeying to the different countries.
While preparing for the release of The Force Awakens, Star Wars decided to make UNICEF’s Kid Power initiative their charity of the year. After a series of brainstorms, simulations, and intensive workshops with UNICEF and Lucas Films, we created the Space Chase, a storytelling obstacle course. It allowed children to earn points by running in hyperspace, rounding planets, dodging Tie Fighters, and weaving through meteor fields.