UNITED STATES FUND FOR UNICEF

No. 3, 2010

Kiwanis and UNICEF:

Eliminating Maternal
and Neonatal Tetanus
60 Years of Trick-or-Treat
for UNICEF
A Message from the U.S. Fund Board Chair and President
Dear Friend of UNICEF,

The last few months have presented both extraordinary successes and daunting challenges for children, and we are grateful for your steadfast
support.

That support has helped UNICEF respond to the catastrophic floods in Pakistan and to the enormous ongoing needs in Haiti. Your
commitment — as well as that of Kiwanians around the world — has also contributed to a momentous new partnership between UNICEF
and Kiwanis International that will undertake to eliminate an ancient killer disease (see story on page 6).

On the child survival front, we have some phenomenal news to share: the global under-five child mortality rate has significantly dropped
once again — from 24,000 each day to 22,000 (see story on page 4). This is a reflection not only of UNICEF’s effectiveness and resolve, but
also of your support. Because of you, we continue to move closer to the day when zero children die from preventable causes. Take a moment
to consider what this means: thousands more young lives saved every day, thousands more futures protected.

But deadly threats to children persist. In Pakistan, where flooding has submerged a fifth of the country — an area roughly the size of Florida —
millions of children are imperiled by a potential secondary disaster of malnutrition and disease (see story on page 3). Though UNICEF, together
with the Pakistani Government and other partners, is providing key assistance — including clean water for 2.5 million Pakistani children and
their family members — a huge funding gap is hampering the emergency response efforts. Millions of children still desperately need help.

A second wave of disaster has so far been averted in Haiti — again thanks to your considerable generosity. I (Caryl) visited Haiti and saw
firsthand how crucial your contributions have been to UNICEF’s relief efforts in the earthquake-battered nation. These efforts remain critical.
We are heartened to report that the U.S. Fund has received a second grant from the “Hope for Haiti Now: A Global Benefit for Earthquake
Relief” telethon. The $5 million award, which follows an earlier $6 million grant, will support UNICEF’s child protection programs in Haiti.
These funds will make an immeasurable difference in the lives of so many vulnerable children.

Lastly, as we celebrate the 60th anniversary of Trick-or-Treat for UNICEF, those of you who have taken part in this special campaign over
the years should feel deeply proud. Since it began, TOT has raised close to $160 million for programs that have saved millions of children’s
lives (see story on page 10).

Thank you for standing with UNICEF — and with the children of the world.

Warm regards,

Anthony Pantaleoni Caryl M. Stern

Board Chair President and CEO

P.S. To support UNICEF’s work in Pakistan, please visit unicefusa.org/pakistan

U.S. Fund for UNICEF

 UNITED STATES FUND FOR UNICEF
U.S. Fund for UNICEF
No. 3, 2010
Board of Directors

Honorary Co-Chairs
George H.W. Bush
Jimmy Carter
William J. Clinton

Chair Emeritus
Hugh Downs

Chair
Anthony Pantaleoni

Vice Chair
Peter Lamm

President
Caryl M. Stern

Secretary
Gary M. Cohen
In This Issue:
Treasurer
Edward G. Lloyd
Feature
Honorary Directors
Susan V. Berresford
James H. Carey 10–13 Trick-or-Treat for
Marvin J. Girouard
Anthony Lake Produced by the UNICEF Turns 60
John C. Whitehead Department of Editorial
and Creative Services
Honorary Members
Joy Greenhouse
Helen G. Jacobson
Executive Editor
Mia Brandt
Contents
Susan C. McKeever
Lester Wunderman Managing Editor 2–5 UNICEF in the Field
Adam Fifield
Directors
Andrew D. Beer Art Director 6–7 Kiwanis and UNICEF Unveil
Daniel J. Brutto Rachael Bruno
Nelson Chai The Eliminate Project
Gary M. Cohen Assistant Managing Editor
Mary Callahan Erdoes Jen Banbury
Pamela Fiori 8 Donor Activities at
Dolores Rice Gahan Contributing Editor
Bruce Scott Gordon Eileen Coppola Home and Abroad
Vincent John Hemmer
Peter Lamm
Téa Leoni
Contributing Writer
Michael Sandler
9 Inside the U.S. Fund
Bob Manoukian
Anthony Pantaleoni Designers
(continued on page 16)
Amy L. Robbins Melissa Axelrod
Henry S. Schleiff
Kathi P. Seifert
Audrey Hawkins 14–15 Partner Profiles:
Caryl M. Stern Copyright © 2010 Barrie Landry and Jeannette
Jim Walton U.S. Fund for UNICEF.
Sherrie Rollins Westin All rights reserved. Hsu-McSweeney

E ve r y C h i l d N o. 3 , 2 010 1
 U N I C EF in t h e FI eld

Emergencies Update
HAITI
As of this writing, 1.5 million people are
still living in 1,342 displacement sites.
Each day, UNICEF continues to supply
about 330,000 people with potable water
and, together with partners, has held
waterborne illnesses at bay. Building
pit latrines and distributing portable
toilets and other hygiene supplies have
also helped avert disease outbreaks. In
266 UNICEF-supported child-friendly
spaces, at least 63,000 children — many
of whom lost family in the earthquake —
are getting psychosocial support, as well
as the chance to play and learn in safety.
UNICEF is also distributing supplies to
equip all schools in earthquake-affected areas for the resumption of the school year in October. UNICEF’s teams of construction
engineers and architects are working to transform temporary schools into more durable semi-permanent structures, and working
with the Haitian government on plans for earthquake-safe schools.

KYRGYZSTAN
June’s outbreak of ethnic violence in Kyrgyzstan displaced some 300,000 people and sent
75,000 fleeing to Uzbekistan. To meet the emergency needs of the refugees — 90 percent
of whom were women, children, and the elderly — UNICEF distributed 200 metric tons
of supplies, including surgical kits, tents, and vaccines. In subsequent weeks, most of
the displaced returned home — but often to demolished buildings, deplorable hygiene
conditions, and overwhelmed hospitals. UNICEF continues to provide for these vulnerable
returnees, distributing family water kits and health and hygiene kits, establishing child-
friendly spaces, training teachers, and helping Kyrgyzstan’s children return to school.

NIGER
After one of the most devastating droughts in
memory, Niger remains in the grip of a massive
food crisis whose effects have been especially hard
on women and children. In many areas, there is
literally nothing to eat but scraggly, nonnutritious
weeds. As a result, some 378,000 children in the country need treatment for severe acute
malnutrition. In about 400 health centers throughout the country, UNICEF and its partners
are providing nutritional care — often in the form of the high-protein “miracle food”
Plumpy’nut®. Children who have been diagnosed with severe malnutrition also often
receive vitamin A and folic acid supplements, de-worming tablets, and antibiotics.

To support UNICEF emergency relief, please visit unicefusa.org/donate/emergencies

2 U.S. Fund for UNICEF

 U N I C EF I N TH E F I E LD

Disaster in Pakistan Imperils Children’s Lives

Pakistan’s worst natural disaster in
living memory destroyed or damaged 1.8
million homes, swept away thousands
of towns and villages, claimed more
than 2,000 lives, and left an area roughly
the size of Florida under water. But the
gravest consequence of the flooding
that began in late July is a colossal and
unprecedented humanitarian crisis. As of
this writing, more than 20 million people
have been affected, including 10 million
children. Many are at risk of malnutrition
and deadly diseases.
Two months after torrential monsoon
rains caused record flooding, a funding
shortfall continues to hamper UNICEF
and its partners as they race against
the clock to reach those who still lack younger children out on higher ground,” salts and sugars that can prevent death
key assistance. UNICEF has been able she described. “Buses were waiting to from dehydration and that costs just
to provide 2.5 million people with take people out, and he told us to leave seven cents per packet.
clean water and is delivering other key immediately and went back to get our To ward off malnutrition, UNICEF
lifesaving aid. two older sons.” But she has not seen is distributing high-energy biscuits,
But millions of children and families them since and fears the worst. micronutrient powder, and other
still face extremely precarious conditions. Of particular concern for flood therapeutic foods. It is also supporting
“The consequences of the flooding for survivors are lethal waterborne diseases, mobile health teams, vaccination
Pakistan’s poorest and most vulnerable which can spread quickly among those campaigns, prenatal and postnatal care,
are very serious,” says UNICEF who do not have clean drinking water or and trauma counseling.
Executive Director adequate sanitation. “With so many women and children
Anthony Lake in a
statement. “And the
…the most Instances of cholera
have been reported,
bearing the brunt of these floods, it is
essential that we scale up our services
most vulnerable of vulnerable of and the threat of so that we can avoid another crisis — a
all, the children, are malaria looms crisis of health for these women and
at the greatest risk.” all, the children, large. The World children,” says UNICEF Health Officer
One
interviewed
woman
by
are at the Health Organization
has projected that
Dr. Muhummad Mazhar Alam.
UNICEF has been working in Pakistan
a UNICEF staff greatest risk. 1.5 million new since 1948 and will help the country
member in a camp cases of diarrheal recover from its greatest calamity in
for displaced people was three months diseases could occur. Young children decades. But as long as children are still
pregnant and in poor health. She are particularly susceptible to diarrhea, imperiled, we must first do whatever we
recounted how she became separated which can cause swift and lethal can to save their lives.
from her husband and two older sons. dehydration. UNICEF is distributing oral
To support UNICEF’s work in Pakistan,
“My husband helped me to take the two rehydration salts, a simple solution of please visit unicefusa.org/pakistan

E ve r y C h i l d N o. 3 , 2 010 3
 U N I C EF
From 24,000 to 22,000: Child Mortality
Drops Again, but Gaps Widen
UNICEF has announced some major
news: the global under-five child mortal-
ity rate has yet again fallen significantly,
dropping from about 24,000 deaths ev-
ery day to about 22,000. That number is
down from 25,500 four years ago, and
represents a reduction of one-third since
1990. This ongoing progress means that
UNICEF’s efforts, and the generosity of
our supporters, con-
tinue to produce life-
saving results, year
after year. Millions
Poverty should
of children are alive
today who otherwise
not be a death
would not be. sentence for
UNICEF’s mis-
sion has always been children.
to aid the most vul-
nerable children throughout the world.
And although UNICEF and its partners
have made many major inroads against
grave threats to children, disturbing new
information calls for a redoubling of ef-
forts to better aid those in greatest need.
In many countries that are making over-
all progress on cutting child deaths, a
child mortality gap is actually widening
4 U.S. Fund for UNICEF
in t h e FI eld
between poor children and those from
well-off families. In fact, children from
the poorest 20 percent of households
in the developing world are more than
twice as likely to die before age five than
those from the richest 20 percent. Gen-
der and geographic disparities are also
adversely affecting children’s health and
wellbeing.
“Poverty should
not be a death sen-
tence for children,”
says U.S. Fund CEO
and President Caryl
M. Stern. “We have
the power to reach
excluded children
and make sure they
get the lifesaving
services, protection, and education all
children deserve.”
By making the most disadvantaged
communities the highest priority, an upgrading health facilities, expanding
“equity-focused” approach can accel- outreach initiatives, advocating for the
erate progress toward the Millennium elimination of user fees for health care,
Development Goals and bridge dis- extending cash transfers to the poor-
parities in a cost-effective way. UNICEF est families, and recruiting and training
strategies have already yielded signifi- more community health care workers.
cant gains; what’s planned The highest child mortality rate is in
now is an extra push to reach sub-Saharan Africa, where one out of
as many of the most deprived every eight children dies before the age
children and families as pos- of five. The second highest rate is in
sible. A new study by UNICEF Southern Asia, where one in 14 children
specialists as well as interna- under five is dying.
tional experts estimates that for In the years ahead, with help from
each $1 million investment in its supporters, UNICEF can make even
a low-income, high-mortality greater strides. Says the U.S. Fund’s
country, the equity approach Stern: “We have a precious opportunity
could potentially prevent 60 to save more children, and to do so more
percent more deaths. quickly than ever before.”
Measures for carrying To learn more, please visit unicefusa.org/22000
out the new approach include
 U N I C EF I N TH E F I E LD

Innovative Ways UNICEF Gets Clean,

Safe Water to Children and Families
Every year, 1.5 million children under the
age of five die because they lack clean drink-
ing water and adequate sanitation. UNICEF
is constantly working to find low-cost, inno-
vative ways to get clean water to children
and families. Here are just a few.

Low-Cost Manual
Well Drilling
Mechanical well drilling requires large rigs
and can be exorbitantly expensive and un-
wieldy — especially where roads are virtu-
ally nonexistent. That’s one of the reasons
UNICEF is fostering the use of low-tech
manual well drilling, which is approximate-
ly ten times cheaper than mechanical drill-
ing. It can also yield equally effective results
in the sandy soil that is common to places
like sub-Saharan Africa. In addition, manual
drilling is most often performed by small
local businesses, which means local econo-
mies benefit from UNICEF’s programs to
bolster this simple way of accessing water.

Rainwater Harvesting
In areas where drinking water is hard to
come by — such as the salty coastal regions
of Bangladesh — a simple but highly effi-
cient rainwater harvesting system can seem
like a miracle. Rainwater runs down a sloping tin roof, into gutters, and down into a tank.
Each tank, with a tap near the bottom, can hold 3,200 liters of water.

Ceramic Water Purifiers

A ceramic water purifier looks a lot like a ceramic flowerpot and is easy and inexpensive to
manufacture. Rice husks (or a similar combustible substance) are mixed with clay so that, as
the filters bake in a kiln, the husks burn off to make the filters highly porous. After baking,
the filters are coated with colloidal silver, which kills bacteria. Then they are dropped into a
plastic container that’s equipped with a lid and a spigot. In a country like Cambodia, where
66 percent of the population doesn’t have access to clean water, a family can pour water from
just about anywhere into the bucket. The result — up to 99 percent of E. coli is eliminated.
To purchase a durable, deep-well water pump to help provide a whole community with
clean water, please visit unicefusa.org/waterpump

E ve r y C h i l d N o. 3 , 2 010 5
 th e e l i m in a t e p r o j ec t

Kiwanis and UNICEF Unveil

The Project
The U.S. Fund was thrilled to learn that
Kiwanis International has chosen to part-
ner with UNICEF to eliminate maternal
and neonatal tetanus (MNT) as its next
global campaign for children. This his-
toric initiative, called “The Eliminate
Project: Kiwanis eliminating maternal/
neonatal tetanus,” will save the lives of
babies and mothers around the globe and
wipe out a cruel, centuries-old disease.
MNT strikes when tetanus spores,
found in soil everywhere, enter the body
during the birthing process and attack
the central nervous system. Newborns
who contract MNT suffer excruciating
pain and convulsions — and right now
MNT kills almost 60,000 babies each
year; a significant number of women
also die from MNT. But MNT is highly
preventable — just three doses of a 60-
cent immunization protect mothers, who
then pass on the immunity to their future
babies.
Since 1999, UNICEF and its partners
have successfully stamped out MNT in 18

We changed
the world one
time. We can —
and we will —
change the
world again.

6 U.S. Fund for UNICEF

 th e e l i m in a t e p r o j ec t

Maternal and neonatal tetanus is still endemic in 40 countries. In India (shown with stripes), the disease has been eliminated in 15 states
but remains a threat in other parts of the country.

countries. The Eliminate Project will mo-
bilize nearly 600,000 Kiwanis members to
help raise resources and awareness about
MNT, providing the final push to put an
end to the disease worldwide. Kiwanis’
goal of raising and leveraging resourc-
es to help fill the $110 million funding
gap will allow UNICEF to immunize 129
million women who are at the greatest
risk of contracting tetanus during labor
and delivery. This initiative also will hew
a path for providing an array of other
desperately needed health services.
to learn about The Eliminate Project, and
that other mothers will not have to suffer
as she has.
Kiwanis International’s 2010–11 Presi-
dent, Sylvester Neal, applauded the his-
toric partnership and noted the extraor-
dinary results of UNICEF and Kiwanis’
previous collaboration to eliminate io-
dine deficiency disorders (IDD). “By
virtually eliminating IDD, Kiwanis and
UNICEF together ensured that millions
of children are now free of its devastat-
ing effects,” says Neal. “We changed the
change the world again.”
When UNICEF Ambassador — and
U.S. Fund National Board member —
Téa Leoni introduced The Eliminate
Project at the 95th Annual Kiwanis Inter-
national Convention in Las Vegas, the au-
dience of more than 6,000 rose to its feet
in a standing ovation. Thanks to Kiwanis
and The Eliminate Project, we can reach a
day when MNT is nothing more than an
entry in the medical history books.
To learn more, please visit
theeliminateproject.org

On a recent trip to the Philippines, a world one time. We can — and we will —
joint delegation of U.S. Fund staff and
Kiwanis International members experi-
enced, firsthand, the terrible toll MNT
can take. In a hospital in Manila, the
delegation met a young mother, Shalo
Demiden, who sat vigil beside her eight-
day-old son as he convulsed and strug-
gled to survive. Later, in a small village
in the province of Negros Oriental, they
listened to Alona Lamog describe the
pain she still feels at having watched her
third child die from MNT. She was glad

E ve r y C h i l d N o. 3 , 2 010 7
 D o n o r Ac t i v i t ie s at H o m e a n d A b r oa d
Making a Difference

National Board members Mary Erdoes (l.), Pamela Fiori, and Amy L. Midwest Regional Board Chair Paul Harvey and his wife, Ty (l.), with
Robbins at the Rising Power of Women in Philanthropy breakfast in Midwest Regional Board member Tonise Paul, at the Art of Believing in
New York City in June. Zero event in Chicago, which celebrated the completion of the Midwest
Regional Office’s Accelerated Child Survival fundraising campaign.

UNICEF Swaziland Representative Dr. Jama Gulaid (l.) with Patti UNICEF supporter and New England Regional Office Women’s
Orellana, Michael Coulson, Mark Schuster, and Carrie Rhodes at Luncheon Committee member Ciara Smyth cutting a ribbon to
a reception hosted by the U.S. Fund’s Seattle Advisory Council. celebrate the opening of a new UNICEF-supported water point
in the Cacuaco Municipality of Angola.

Richard B. Levy, Southern California Regional Board President, during a National Board member Dolores Rice Gahan (l.) and UNICEF supporter
recent field trip to Mozambique. Hilary Gumbel during a field visit to Peru.

8 U.S. Fund for UNICEF

 I n s i d e the U. S. F un d

The Mercury Fund:

Saving Lives in Emergencies
Every second counts in the wake of ca-
tastrophes like Haiti’s earthquake or
Pakistan’s flooding. To supply UNICEF
with a readily accessible pool of dedi-
cated resources in the critical early stages
of humanitarian crises and emergencies,
U.S. Fund for UNICEF National Board
member Amy L. Robbins co-founded the
Mercury Fund for Emergency Response
in 2006. Since then, with the help of oth-
er donors, the Fund has provided $6.5
million to support UNICEF emergency
response efforts without delay in coun- with the ability to mobilize lifesaving reflection of UNICEF’s commitment to act
tries all over the world. After flooding resources much more quickly — mobi- as a key first responder in any emergency,
inundated Pakistan in July, the Fund dis- lizing additional people to respond with the Mercury Fund empowers UNICEF
bursed $400,000 for crucial relief for tens clean drinking water, immunizations, to do whatever it takes to save children
of thousands of Pakistani children. The shelter, and other essential items in the caught in the path of calamity.
Fund provided $500,000 to aid refugee earliest hours of a crisis,” says Robbins. This year’s UNICEF Snowflake Ball
families, whose lives were at risk after vio- “In addition, this Fund serves as a cata- (see below) will highlight UNICEF’s work
lence erupted in southern Kyrgyzstan in lyst, drawing in other funding to UNICEF in emergencies. We are delighted to an-
June. After Haiti’s colossal earthquake in through private and government sources, nounce that — thanks to an anonymous
January, the Fund released $500,000, help- with its proven success in the most diffi- donor who has underwritten all expenses
ing UNICEF extend a lifeline to scores of cult crises.” — 100 percent of every dollar raised at
vulnerable children and families. The Mercury Fund plays a vital role in the gala will go directly to lifesaving pro-
“An immediate response with read- helping UNICEF launch its emergency grams, including the Mercury Fund.
ily available funds, rather than waiting relief efforts in countries that do not or-
on fundraising efforts, provides UNICEF dinarily garner much media attention. A (Inside The U.S. Fund continued on page 16)

S A V E T H E D A T E

N o ve m b e r 3 0 , 2 0 1 0

u n i c e f sn o w f l a k e b a l l
ne w y o r k c i t y

The Spirit of Compassion Award will be presented to

Olivia Harrison
The Audrey Hepburn Humanitarian Award will be presented to UNICEF’s
F r a n ç o i s e G r u l oo s - A c k e r m a n s
For more information, please contact Jennifer Lopez at 212.880.9131 or events@unicefusa.org, or visit
unicefsnowflake.org

u n i c e f s n o w f l a k e l i gh t i n g c e r e m o n i e s : November 18, 2010 (New York City) and November 20, 2010 (Beverly Hills)

E ve r y C h i l d N o. 3 , 2 010 9
 F eature

“It was a nice idea, but I

certainly had no notion it
would grow to become
what it is today.”
—Reverend Clyde Allison

F irst came the nice idea. Then came

a chance encounter. Together, the
two would evolve into Trick-or-Treat for
UNICEF (TOT), the “Original Kids Help-
ing Kids®” campaign that has inspired,
empowered, educated, and raised mon-
ey to save lives for six straight decades.
Today — in the 60th anniversary year
of Trick-or-Treat for UNICEF — the U.S.
Fund for UNICEF’s longest-running
campaign remains one of the most suc-
cessful youth initiatives in American his-
tory.
The idea: Halloween could be more
than just a day for kids to overindulge
in candy. In 1947 — less than a year after
UNICEF’s founding — a Pennsylvania
minister, the Reverend Clyde Allison,
and his wife Mary Emma were handing
out treats to an endless parade of trick-
or-treaters. The spectacle triggered con-

Trick-or-
flicting emotions in the couple. Mary
Emma turned to her husband and said:
“It’s too bad we can’t turn this into some-
thing good.”
Clyde replied: “We can.”

Treat for
Soon, the Allison’s children, along

UNICEF
Turns 60
U.S. Fund for UNICEF
with Sunday school students from
around the country, were marching
through the streets each Halloween to
collect soap, shoes, and other goods for
postwar relief efforts in Europe. But after
the Halloween drive of 1949, the charity
supported by these collections disband-
ed. Suddenly, the Allisons needed a new
beneficiary.
The encounter: Shortly after, Mary
Emma Allison was shopping in down-
town Philadelphia when she became
mesmerized by a small parade, which
she followed to its destination — a booth
collecting donations to support UNICEF.
Mary Emma knew a perfect fit when she
saw one. That Halloween, the Allison’s
children, friends, and fellow congrega- and service organizations like Kiwanis especially our nation’s children, whose
tion members were among the many who International were working together to Halloween collections have become a
went door-to-door, collecting coins for ensure that TOT Halloween collection symbol of concern and an expression
UNICEF in hand-painted milk cartons. efforts covered entire towns. Celebri- of tangible aid.” And in 1967, President
Trick-or-Treat for UNICEF was born. ties and the media did a lot to boost the Lyndon B. Johnson signed a proclama-
The activity was a program’s growth, tion designating Halloween as National
hit — a big one. The
Allisons joined forc-
…Halloween could too. Entertainer and
UNICEF Ambassador
UNICEF Day.
UNICEF fast became a part of Ameri-
es with UNICEF staff be more than just a Danny Kaye is cred- can popular culture. Trick-or-Treat for
to spread the word ited with propelling UNICEF promoters included Lassie,
about this important day for kids to over- TOT popularity to Mighty Mouse, Kermit the Frog, and
new campaign. TOT new heights. Scooby Doo, and in 1969, an episode of
took off like a prairie indulge in candy. By 1960, TOT ac- Bewitched was entitled “Twitching for
wildfire. In 1953, the tivities had spread far UNICEF.” That year millions of children
United States Committee for UNICEF — beyond U.S. borders to a diverse group of took part in TOT.
the predecessor of today’s U.S. Fund for countries including Canada, France, Hai- Those who grew up Trick-or-Treat-
UNICEF — took over formal responsibil- ti, Iceland, Japan, and Spain. In 1961, Pres- ing for UNICEF have vivid memories
ity for TOT. Already, school groups, po- ident John F. Kennedy noted: “UNICEF
(continued on page 12)
lice and fire departments, church groups, has caught the imagination of our people,

E ve r y C h i l d N o. 3 , 2 010 11

TOT Turns 60, continued from page 11
of childhood Halloweens: the sound
of change going “shwump, shwump,
shwump” inside TOT collection boxes;
costumed friends on crowded stoops
chiming “Trick-or-Treat for UNICEF!”;
the excitement of counting up coins at
the end of the night, knowing the money
would help kids in faraway countries.
For so many, Trick-or-Treat
UNICEF is their first encounter with
UNICEF — and with the idea of “giving
12 U.S. Fund for UNICEF
F eature
back” in general. Teacher Mark Allyn has
never stopped being involved in TOT,
though his days going door-to-door in
a Star Wars costume are far behind him.
“I’m a true believer in this campaign,” says
Allyn, “and each year, I match the dona-
tions that our school of 500-plus students
collect. It’s my way of doing my part, and
it’s my connection to that little boy from
long ago who loved dressing up as his
favorite Star Wars character.”
Over time, the program has branched
out in new directions. The 1990s saw a
big boost from partnerships with school-
related organizations, NGOs, and cor-
porations. And this year marks Trick-
for or-Treat for UNICEF’s first-ever in-store
customer fundraising initiative, thanks
to a new partnership with Toys”R”Us,
Inc. Toys“R”Us® and Babies”R”Us® are
collecting donations and distributing the
iconic orange collection boxes in stores
nationwide through October. This year,
HGTV will highlight Trick-or-Treat for
UNICEF in a primetime Halloween tele-
vision special airing on October 16 at 8
PM ET/PT and include Trick-or-Treat
for UNICEF in the Halloween section of
HGTV.com.
In the most recent campaigns, TOT
has adapted to keep up with a changing
digital landscape, using mobile and on-
line technologies to grow participation.
In 2008, TOT made its social networking
debut on sites such as Facebook and Twit-
ter. The U.S. Fund created “Text-or-Treat”
to allow people to donate via cell phone,
and this year marks the debut of the
Trick-or-Treat for UNICEF iPhone appli-
cation. Actress Selena Gomez, now in her
third year as Trick-or-Treat for UNICEF
spokesperson, has encouraged scores of
fans to get involved — whether by host-
ing parties, mobile giving, or good old
door-to-door collecting.
Since its inception 60 years ago, TOT
has raised a total of nearly $160 million —
funds that have made a critical difference
in the lives of millions of children around
the globe. While the mediums of partici-
pation are changing as Trick-or-Treat for
UNICEF enters its seventh decade, its
reasons for being remain constant: make
Halloween not just fun, but meaningful;
protect the lives of the world’s youngest
and most vulnerable; and inspire kids to
discover their own ability to help other
children like themselves.
To get involved or learn more, please visit
trickortreatforunicef.org
Thanks to Our Trick-or-Treat for
UNICEF Sponsors and Supporters
National Sponsor — Toys“R”Us, Inc.
We are thrilled to have Toys“R”Us, Inc. join this year as the new National
Timeline
Sponsor for the 60th anniversary TOT campaign. Kids and families can pick
up the iconic orange collection boxes at Toys“R”Us® and Babies“R”Us®
1950 1980s
Pennsylvania Kermit the Frog,
stores nationwide through October 30, 2010. Additionally, for the first
family initiates first- Scooby Doo, and
time in Trick-or-Treat for UNICEF history, customers will be able to donate
ever TOT drive other characters
to the campaign both in-store at cash registers or online at Toysrus.com/

1953
urge kids to Trick-
UNICEF. To support the Trick-or-Treat for UNICEF campaign even further,
or-Treat for UNICEF
the Toys”R”Us Children’s Fund made a $200,000 donation to the U.S.
The U.S. Committee
Fund for UNICEF.
for UNICEF (now 1994
the U.S. Fund) Key Club Inter-
National Media Sponsor — HGTV
begins running TOT national high
Returning as national media sponsor, the leading cable network for home

1959
school students
and garden programming will highlight TOT on October 16 in a primetime
begin partnering
TV special at 8 PM ET/PT. 4 million unique monthly visitors will find Hal-
Lassie carries TOT with TOT
loween decorating and entertaining tips on HGTV.com/Halloween.
box on TV show
2001
Proud Supporters — FEED/HSN
This year, FEED Projects — a company with the simple mission to create
1961 TOT network
President Kennedy provides support
good products that FEED the world — created the FEED Trick-or-Treat lauds UNICEF to kids impacted
bag to benefit UNICEF. HSN, a leading multichannel retailer, has joined and TOT by 9/11; TOT funds
forces with FEED as the exclusive retailer — and for each bag purchased
at HSN or hsn.com/hsncares, HSN will donate $3.50 to the U.S. Fund for 1967 earmarked to help
Afghan children
UNICEF.* That’s enough to provide one child with an entire year’s worth President Johnson
of essential micronutrient supplements. proclaims October 2004
31st “National TOT goes digital
Proud Supporter — Key Club International UNICEF Day” with online
Key Club International, a program of Kiwanis International, is the nation’s
oldest and largest service leadership organization for high school students. 1969 fundraising

The Club’s 16-year-long partnership with TOT is one of the campaign’s lon- TV’s Bewitched 2005
gest running and most successful, and has raised nearly $5 million. devotes full episode Indian Ocean
to TOT tsunami and
And thanks to our other proud supporters… Coinstar Inc., American Airlines,
Kmart, PLAYBILL, and The Broadway League’s Kids’ Night on Broadway. 1975 Hurricane Katrina
spur record-
Actor Danny Kaye breaking $18.25
marks TOT’s 25th million effort
anniversary with

*For each FEED Trick-or-Treat bag purchased through HSN or hsn.com, HSN will
5-day/ 65-city 2010
donate $3.50 to the U.S. Fund for UNICEF to help support UNICEF’s nutrition pro- plane tour TOT’s 60th
grams. No part of the purchase price is tax-deductible. UNICEF does not endorse
anniversary;
any brand or product. For more information, visit unicefusa.org, feedprojects.com, or
hsn.com/hsncares. nearly $160 million
raised to date!

E ve r y C h i l d N o. 3 , 2 010 13
 P a r t ne r P r o fi l e s

Why I Give:
Barrie Landry
Giving back is powerful. I first became
aware of this when I was in high school
and volunteered to help a young man
with cerebral palsy. His sense of grati-
tude for the time we spent together in-
spired me to look at people differently, to
remember the power of kindness, and to
see how important it is to always try to
positively impact someone else’s life.
Throughout my adult life, my desire
to give back has informed my philan-
thropy as well as my decision to support
different causes. My involvement with his life was saved and transformed by zations, and local communities because
the U.S. Fund for UNICEF began when UNICEF workers in a rehabilitation of its commitment to their people and to
I attended a luncheon and heard Ish- camp. Ishmael’s story demonstrates their needs. UNICEF has also earned the
mael Beah speak about his experience as UNICEF’s determination to go to any trust of donors because they know that
a child soldier in Sierra Leone and how length to save the life of a child. for every dollar donated to the U.S. Fund
When I talk to other people about for UNICEF, less than 10 cents is retained
UNICEF, I tell them very simply: for administrative costs. The rest goes to
“UNICEF works! UNICEF saves lives!” help children.
Over the last 50 years, UNICEF has made UNICEF’s mission couldn’t be more
phenomenal progress and has helped to urgent, and I believe that we all have a
cut the number of global child deaths by responsibility to make sure it is fulfilled.
more than half. UNICEF has the exper- All children deserve to be protected. All
tise garnered from more than 60 years of children deserve to be saved. With our
experience, as well as access on a scale support, UNICEF will make sure that we
unavailable to other organizations. It has will reach a day when zero children die
earned the trust of governments, organi- from preventable causes.

UNICEF’s mission
couldn’t be more urgent,
and I believe that we all
have a responsibility to
make sure it is fulfilled.

14 U.S. Fund for UNICEF

 P a r t ne r P r o fi l e s

...there are so many

children in other
countries who don’t
get any health care at
all. I want to do my part.
— most importantly — ex-
periencing cultures and life-
styles vastly different than
my own. My parents felt very
strongly about exposing us
to the idea of helping others,
and it’s something that I look
forward to sharing with my
kids as well.
I initially became involved
with UNICEF through the
U.S. Fund for UNICEF’s
keeps its supporters well informed about
emergencies and other humanitarian is-
sues, as well as UNICEF’s efforts and the
progress being made. With Haiti, for in-
stance — I know there’s still a long road
ahead, but it’s good to see all the ways
my contribution is helping UNICEF im-
prove the situation there.
Having children has really brought
home for me how important UNICEF’s
work is. When your child has a fever, it
feels like a big deal. But there are so many

Why I Give:
Women’s Luncheon Series in Boston and children in other countries who don’t get
have since become a member of its steer- any health care at all. I want to do my

Jeannette Hsu- ing committee. It’s a wonderful program

that really connects me with world issues
part. And as soon as my kids are ready, I
can’t wait to take them on some UNICEF

McSweeney I care about and with the incredible work

UNICEF is doing. At an
field visits.

My parents are both physicians and,
from a very young age, they took me
with them as they did volunteer work.
They provided health care to those who
couldn’t afford it, both in Seattle where
we lived and in other countries. My
grandparents lived in Asia, and in the
summer we would volunteer at hospitals
and clinics there. When I was just 11, I
traveled on my own to Canada and spent
the summer working for the Red Cross.
After that, I spent more than 15 summers
doing volunteer work and internships
abroad, learning foreign languages, and
event last year, the speaker
described the conflict-driv-
en violence against women
and children in the Congo.
It left me feeling angry, but
also made me want to do
more. At this stage of my life
— with two little ones and
another one on the way — I
can’t volunteer abroad the
way I used to. But through
UNICEF, I can do my part
from a distance.
I like how the U.S. Fund

E ve r y C h i l d N o. 3 , 2 010 15
 in s i d e t h e u. s. fun d c o n t inue d

Fighting for Children on Capitol Hill

The U.S. Fund for UNICEF’s Office of
Public Policy and Advocacy (OPPA) takes
the fight for child survival to the halls of
power in Washington, D.C., advocating
for the U.S. Government’s annual con-
tribution to support UNICEF’s core pro-
grams as well as championing legislation
that advances children’s health and well-
being around the world.
OPPA staff members meet with leg-
islators, write letters, coordinate testi-
mony for public hearings, and forge alli-
UNICEF’s goals. But their success also
depends on UNICEF supporters beyond
the Beltway. “Advocacy is not a spectator
sport,” says Martin Rendón, Vice Presi-
dent of the OPPA. “We are asking all of
our supporters — whether they’re do-
nors or volunteers — to be involved.”
As a result of OPPA efforts — as well as
the advocacy of UNICEF supporters
around the country — the U.S. Govern-
ment has steadily increased its contri-
bution to UNICEF over the last sev-
House Appropriations Subcommittee
and the Senate Appropriations Com-
mittee have recommended $134 million
to support UNICEF’s work. This would
be an increase of $1.75 million over last
year and would be the largest amount the
U.S. Government has ever allocated to
UNICEF. As of this writing, final action
on both appropriations bills is expected
sometime this fall.
To advocate on behalf of UNICEF, please visit
unicefusa.org/advocate

ances with other organizations that share eral years. For fiscal year 2011, both the

Highest Rating for Six Consecutive Years

We are pleased to announce that the U.S. Fund for
UNICEF has received its sixth consecutive four-star
rating from Charity Navigator, America’s premier
independent charity evaluator. Only three percent of
charities evaluated by this trusted organization have
received its highest ranking for at least six straight
years. This demonstrates that the U.S. Fund for UNICEF
consistently executes its mission in a fiscally respon-
sible way, and outperforms most other charities
in America.
For more information, please visit unicefusa.org/charitynavigator

Photo Credits
Cover: UNICEF/NYHQ2009-2297/Kate Holt
P1: U.S. Fund for UNICEF
P2: UNICEF/NYHQ2010-1270/Marta Ramoneda
UNICEF/NYHQ2010-1295/Marta Ramoneda
UNICEF/NYHQ2010-1248/Cliff Volpe
UNICEF/NYHQ2009-2566/Pierre Holtz
P3: UNICEF/NYHQ2010-1557/. ZAK
P4: U.S. Fund for UNICEF/Jen Banbury
UNICEF/NYHQ2006-2264/Giacomo Pirozzi
UNICEF/NYHQ2009-1229/Giacomo Pirozzi
P5: UNICEF/ITAL2010-0040/Alfredo Falvo
UNICEF/NYHQ2005-0761/Pallava Bagla
UNICEF Myanmar/2007/Win Naing
P6: UNICEF/NYHQ2009-1913/Giacomo Pirozzi
UNICEF/NYHQ2010-1640/Marta Ramoneda
UNICEF/NYHQ2009-1234/Giacomo Pirozzi
P7: U.S. Fund for UNICEF/Jen Banbury
P8: Left to right: Joe Vericker; Casey Marsh;
Jennifer Lopez; Ted Tyndorf; Joe Trofino;
Caryl M. Stern
P9: UNICEF/NYHQ2010-1558/. ZAK
UNICEF/NYHQ2009-0028/Iyad El Baba
P10-11: U.S. Fund for UNICEF
P12: U.S. Fund for UNICEF/Jim Salzano
U.S. Fund for UNICEF
P14: UNICEF/NYHQ2010-0668/Olivier Asselin
Courtesy of Barrie Landry
P15: Courtesy of Jeannette Hsu-McSweeney
UNICEF/NYHQ2008-1193/Kate Holt
P16: UNICEF/NYHQ2005-1407/Christine Nesbitt
IBC: UNICEF/NYHQ2010-0750/Roger LeMoyne
Courtesy of Harriet Natsuyama
Envelope: UNICEF/NYHQ2006-2866/Julie Pudlowski

16 U.S. Fund for UNICEF

The U.S. Fund
for UNICEF Danny Kaye Society
(formerly the U.S. Fund for UNICEF Legacy Society)

“When I was a senior in high school, I got a scholarship to go to the university

and study science. I was from an immigrant family with little money and it
really changed my life. Because of that education, I was able to have fairly
well-paying jobs and to accumulate a bit of savings. Now I want to support
UNICEF’s mission to give children, especially girls, the same chance to thrive.
I’m leaving money to UNICEF through my trust because I want
to return the gift I was given to the whole world.”

Harriet Natsuyama
Danny Kaye Society Member

Recognizing Those Who Have Invested

in the Future of the World’s Children
To learn more about how you can create a legacy of life for future generations of children,
please contact Karen Metzger toll-free at (866) 486-4233, or email legacygifts@unicefusa.org.
No child should die of a preventable cause. Every day 22,000 do. We believe that number should be zero.

Believe in zero.

The U.S. Fund for UNICEF has

earned 6 consecutive 4-star
ratings from Charity Navigator.
Only 3% of charities evaluated
by this trusted organization have
received its highest ranking for
at least 6 straight years.

We meet all 20 of the Better

Business Bureau’s Wise Giving
Alliance Standards for Charity
Accountability.

U.S. Fund for UNICEF

125 Maiden Lane, New York, NY 10038
1.800.FOR.KIDS
unicefusa.org

© 2010 U.S. Fund for UNICEF.

All rights reserved.