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UNICEF Canada Launches Halloween Walk-a-thon

September 29, 2020

Juniper Park\TBWA helps organization reimagine its Halloween efforts and keep the spirit alive.

TORONTO; September 29, 2020 – UNICEF Canada, long-associated with fond trick-or-treating memories for many Canadians, has launched a new reimagined initiative to allow children from across the country to fundraise while celebrating Halloween during the COVID-19 pandemic — the UNICEF Halloween Walk-a-thon. It also reintroduces a digital version of UNICEF's iconic orange box to enable children to celebrate and raise money in a physically distanced way. The campaign was created in collaboration with global Toronto-based creative agency, Juniper Park\TBWA and media partner PHD Canada, with communications by the UNICEF Canada team and their PR partner, Rachael Collier PR.

Like all major celebrations in 2020, Halloween will look and feel different this year. A new survey commissioned by UNICEF Canada reveals that only one-third of Canadian parents plan to send their kids trick-or-treating this year, and less than half plan to give out candy[1]. But parents are still looking for ways to keep hope and fun alive. In fact, 6 out of 10 Canadian parents said they are looking for safe, socially distanced Halloween activities this year.

For UNICEF Canada, Halloween has historically been an appropriate opportunity for children to be educated about the importance of empathy and the right to a childhood for children around the world. The new initiative encourages children to walk their hood and do some good by turning their trick-or-treating steps into a socially distanced Walk-a-thon for the world’s most vulnerable children. By registering to be a Halloween Hero, families can raise money to provide the essentials every child needs to grow happy and healthy.

The safe, socially distanced Walk-a-thon can take place throughout their neighbourhood on Halloween or any time during October.

“Kids have sacrificed some of their childhoods to help stop the spread of COVID-19. They’ve missed school, sports, graduations, and other milestones of being young,” said Rowena Pinto, Chief Program Officer at UNICEF Canada. “The UNICEF Halloween Walk-a-thon offers families a safe, unique opportunity to celebrate Halloween while helping protect the world’s most vulnerable children from the ravages of the pandemic. It allows kids to help other kids—but also allows them to just be kids themselves.”

The campaign developed by Juniper Park\TBWA includes OLV and digital display banners.

“Halloween might be a little bit different this year, but the UNICEF Halloween Walk-a-thon is a great way to give kids an alternative way to participate and celebrate. And while they're having a bit of fun, they're also learning the value of helping other children. As a parent, that's a win-win,” says Jenny Glover, Executive Creative Director at Juniper Park\TBWA.

Canadian children, families, and adults can become Halloween Heroes and participate in the UNICEF Halloween Walk-a-thon by setting up their own fundraising page at Participants who sign up by 9 October 2020 will receive a walk-a-thon package in the mail, including an exclusive Halloween Hero Card with a QR code to help collect digital donations—a new digital form of UNICEF’s orange box.

Money raised goes towards providing essentials like water, nutrition, education, and health care to children in need around the world.

To donate or learn how to get involved visit


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 as one of the World’s Most Innovative Companies by Fast Company in both 2019 and 2020, and to Ad Age’s Agency A-List in 2019. Follow us on Instagram, LinkedIn, and Twitter, or like us on Facebook for the latest updates from the Park.

[1] UNICEF Canada has teamed up with research agency Fuse Insights to find out how Canadian parents feel about Halloween 2020. A poll was conducted in September 2020 among a national sample of 1,000 parents of children under the age of 18.