UNICEF's updated campaign is likely to be followed by other organizations. Using the Internet and sites like Facebook now seems as normal as Press Releases and print ads in any PR/marketing campaign. This article in PR Week is a good vision of that.
Some things that stuck out to me from the article:
"even debuted a “Text-or-Treat” program, where people can donate via their mobile phones."
"is hoping to engage kids ages 5 to 18"
"Sixteen-year-old Disney star Selena Gomez also signed on to be the spokeswoman for Trick-or-Treat for UNICEF this year."
It seems like UNICEF is nailing the target audience and it is a terrific time of year to get younger people involved, and this will find success with the new generation of kids who are educated on "socially responsible shopping." (buying items because they donate to charities, Green products that help protect environment).
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