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Juniper Park\TBWA Partners with UNICEF Canada on Halloween Initiative to Help Empower Youth to Defend the Right to Childhood Across the Globe

September 26, 2019

New Campaign Brings Back the Characters from the Original UNICEF Orange Box, 13 Years On

TORONTO; September 26, 2019 -- UNICEF Canada has launched their new digital fundraising campaign, Halloween Heroes, aimed at empowering kids to defend the right to childhood across the globe. The campaign was developed in collaboration with global Toronto-based creative agency, Juniper Park\TBWA, who ideated and materialized the digital elements of the campaign including the website, social assets, email journey, and online video (OLV). Partner agency Tam-Tam\TBWA assisted with campaign development.

Tapping into the legacy of UNICEF Canada’s original Halloween campaign, which raised more than $100 million for the organization’s cause, the four characters from the Orange Box return as the faces of the campaign. They represent the pillars of UNICEF – providing safe water, nutrition, education and health to the world’s most vulnerable children. The campaign also marks UNICEF Canada’s first Halloween fundraising initiative in 13 years.

With Halloween Heroes, UNICEF Canada is calling on Canadian kids and their families to defend the rights of children to have a safe and happy childhood no matter where they are growing up. By giving kids the power to make big decisions – like deciding what the money they raise will be used for – the campaign aims to create a new generation of empathetic and engaged Canadians who embrace their ability to make the world a better place.

Given the digital world we now live, Juniper Park\TBWA, alongside partner agency Tam-Tam\TBWA, revitalized elements of UNICEF’s original Halloween campaign for the new generation and developed a fully digital campaign aimed at increasing accessibility, engagement, and visibility of the cause. This included a website homepage, creative social assets (GIFS), and an OLV, which was produced in-house by the agency’s production arm, BOLT Content. Communications planning and media buying network, PHD, assisted with the media plan for the campaign.

“The Orange Box and its characters hold a special place in the hearts of Canadians,” says Jenny Glover, Executive Creative Director at Juniper Park\TBWA. “While the times have changed, UNICEF’s goal to empower Canadian youth around this important cause has not. So to us, it only made sense to reinvent the heroes of yesterday for the new generation.”

Canadians can become Halloween Heroes by setting up a personal fundraising page at, which is packed with tools and tips to get started. Participants choose the Halloween Hero they want to be – water, education, nutrition, health, or all four – and get family, friends and neighbours to sponsor them. When they hit their fundraising target, participants are inducted into the Hall of Heroes and receive a crest they can proudly wear or hang on their door on Halloween night.

Schools can also get involved by becoming Halloween Hero schools, and can visit to find out all the details. Participating schools are automatically entered into a draw to win a concert by Toronto-based musical group, GFORCE, who are powering the campaign as UNICEF Canada’s newest and youngest Ambassadors.


UNICEF is the world's leading humanitarian organization focused on children. We work in the most challenging areas to provide protection, healthcare and immunizations, education, safe water and sanitation and nutrition. As part of the United Nations, our unrivaled reach spans more than 190 countries and territories, ensuring we are on the ground to help the most disadvantaged children. While part of the UN system, UNICEF relies entirely on voluntary donations to finance our live-saving work. Please visit and follow us on Twitter, Facebook and Instagram.

About Juniper Park\TBWA

Juniper Park\TBWA ( is The Disruption® Company: the cultural engine for 21st century business. A global, award-winning agency located in Toronto, Juniper Park\TBWA uses Disruption® methodologies to develop business-changing ideas for brands. The 160+ team of world-class creators and thinkers serves clients across North America, including CIBC, Nissan, PepsiCo, GoDaddy, GSK Consumer Healthcare, Intuit, among others. It is part of TBWA Worldwide (, named Adweek’s 2018 Global Agency of the Year, and one of the World’s Most Innovative Companies by Fast Company. Follow us on Instagram, LinkedIn and Twitter, or like us on Facebook for the latest updates from the Park.