Digital Strategy, Content Creation, Video Production, Influencer Marketing
Challenge In 2021, UNICEF Canada wanted to create a campaign that amplified public awareness of National Child Day while highlighting UNICEF’s leadership for children in Canada and globally. The campaign theme would centre around the phrase “#GoBlue to champion children’s rights” and emphasize the sacrifices that children had made during the pandemic to keep their communities safe.
Our Role Syntax Strategic worked hand-in-hand with UNICEF Canada to create a compelling #GoBlue campaign that provided supporters with a persuasive call to action and offered diverse activation options and tools. The strategy leveraged UNICEF partners and advocates, as well as social influencers, bringing attention to National Child Day while thanking kids for the sacrifices they made during the pandemic. Syntax also helped develop a #GoBlue toolkit full of fun activities for kids, parents, caregivers, and those who work with children and families.
Impact The campaign significantly raised the profile of National Child Day in Canada. From extensive, national media coverage to cross-party-political engagement and social media preeminence, the #GoBlue campaign was hard to miss. #NationalChildDay was a top-trending hashtag on November 20 that year, and Syntax was re-engaged to lead another successful #GoBlue campaign in 2022.