As younger generations grow up and begin to live their values through voting, purchasing decisions, philanthropy and more, companies, NGOs and governments alike are thinking about how to engage them in social or environmental issues. Now, two mega brands are joining forces to infuse the spirit of giving and engagement among an entirely new audience – preschoolers. Without dollars of their own to give, this new initiative took ingenuity and a box of crayons.
UNICEF and H&M's Conscious Foundation have joined forces to create "the first currency fueled by children's imagination, dedicated to do good." The campaign hopes to encourage children in more privileged parts of the world to give other children more opportunities to learn and develop, especially at the crucial 3-to 5-year-old age range. Kids can get involved by uploading a drawing in exchange for a "Unicoin," the program's designated digital currency which can only be used to support supplies for Early Childhood Development. Each Unicoin earned buys a donation of education supplies to a child in need through a matching donation from the H&M Conscious Foundation. According to the Unicoins.org website, with the help of a three-year $9.3 million donation from the H&M Conscious Foundation, the partnership will benefit 73,600 vulnerable children, enable three governments to include Early Childhood Development in national agendas and help create the first-ever Global Report on Early Childhood Development.
Although most organizations are still trying to find the best way to reach Millennials, it's crucial to begin to think about how to connect with even younger generations – and to factor in the major role digital will play in that interaction. The Unicoin campaign seeks to engage younger audiences at an early age, creating new lifelong relationships and fostering a routine of philanthropy from the start.