Make a difference – send SMS that will change someone’s life

In March 2017, UNICEF used a TVC spot to increase the number of SMS donors.


The initial idea for the whole story came from the fact that in Serbia people send the most text messages during commercial breaks. During advertisements, thousands of irrelevant SMS messages are sent. We wanted to take advantage of the fact and tell people to make a difference and do something worthwhile by sending an SMS for only 100 or 200 dinars that will really change someone Life.


The first month of the intensive campaign saw an increase in the number of donors by as many as 7,000.