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Every Child No 3, 2010

Every Child No 3, 2010

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The magazine of the U.S. Fund for UNICEF. In this issue:Kiwanis and UNICEF: Eliminating Maternal and Neonatal Tetanus; 60 Years of Trick-or-Treat for UNICEF; Child mortality drops again; Partner profiles.

The magazine of the U.S. Fund for UNICEF. In this issue:Kiwanis and UNICEF: Eliminating Maternal and Neonatal Tetanus; 60 Years of Trick-or-Treat for UNICEF; Child mortality drops again; Partner profiles.

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Published by: U.S. Fund for UNICEF on Oct 18, 2010
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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 Board Chair
P.S. To support UNICEF’s work in Pakistan, please visit unicefusa.org/pakistan

Caryl M. Stern President and CEO

U.S. Fund for UNICEF

U.S. Fund for UNICEF 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 Treasurer Edward G. Lloyd Honorary Directors Susan V. Berresford James H. Carey Marvin J. Girouard Anthony Lake John C. Whitehead Honorary Members Joy Greenhouse Helen G. Jacobson Susan C. McKeever Lester Wunderman Directors Andrew D. Beer Daniel J. Brutto Nelson Chai Gary M. Cohen Mary Callahan Erdoes Pamela Fiori Dolores Rice Gahan Bruce Scott Gordon Vincent John Hemmer Peter Lamm Téa Leoni Bob Manoukian Anthony Pantaleoni Amy L. Robbins Henry S. Schleiff Kathi P Seifert . Caryl M. Stern Jim Walton Sherrie Rollins Westin


In This Issue:
Produced by the Department of Editorial and Creative Services
Executive Editor Mia Brandt Managing Editor Adam Fifield Art Director Rachael Bruno Assistant Managing Editor Jen Banbury Contributing Editor Eileen Coppola Contributing Writer Michael Sandler Designers Melissa Axelrod Audrey Hawkins Copyright © 2010 U.S. Fund for UNICEF . All rights reserved.

10–13 Trick-or-Treat for UNICEF Turns 60

2–5 UNICEF in the Field 6–7 Kiwanis and UNICEF Unveil The Eliminate Project 8 Donor Activities at Home and Abroad 9 Inside the U.S. Fund (continued on page 16) 14–15 Partner Profiles: Barrie Landry and Jeannette Hsu-McSweeney

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Emergencies Update
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.

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 childfriendly spaces, training teachers, and helping Kyrgyzstan’s children return to school.

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


U.S. Fund for UNICEF


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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 key assistance. UNICEF has been able to provide 2.5 million people with clean water and is delivering other key lifesaving aid. But millions of children and families still face extremely precarious conditions. “The consequences of the flooding for Pakistan’s poorest and most vulnerable are very serious,” Director says UNICEF Executive younger children out on higher ground,” she described. “Buses were waiting to take people out, and he told us to leave immediately and went back to get our two older sons.” But she has not seen them since and fears the worst. Of particular concern for flood survivors are lethal waterborne diseases, which can spread quickly among those who do not have clean drinking water or adequate sanitation. Instances of cholera have been reported, and the threat of malaria large. has 1.5 cases The projected million of looms World that new is salts and sugars that can prevent death from dehydration and that costs just seven cents per packet. To ward off malnutrition, UNICEF distributing high-energy powder, teams, and biscuits, other micronutrient mobile health

therapeutic foods. It is also supporting vaccination campaigns, prenatal and postnatal care, and trauma counseling. “With so many women and children bearing the brunt of these floods, it is essential that we scale up our services so that we can avoid another crisis — a crisis of health for these women and children,” says UNICEF Health Officer Dr. Muhummad Mazhar Alam. UNICEF has been working in Pakistan since 1948 and will help the country recover from its greatest calamity in decades. But as long as children are still imperiled, we must first do whatever we can to save their lives.
To support UNICEF’s work in Pakistan, please visit unicefusa.org/pakistan

Anthony Lake in a statement. “And the most vulnerable of all, the children, are at the greatest risk.” One interviewed a UNICEF woman by staff

member in a camp

…the most vulnerable of all, the children, are at the greatest risk.
which can cause

Health Organization


for displaced people was three months pregnant and in poor health. She recounted how she became separated from her husband and two older sons. “My husband helped me to take the two

diseases could occur. Young children are particularly susceptible to diarrhea, swift and lethal dehydration. UNICEF is distributing oral rehydration salts, a simple solution of

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From 24,000 to 22,000: Child Mortality Drops Again, but Gaps Widen
UNICEF has announced some major news: the global under-five child mortality rate has yet again fallen significantly, dropping from about 24,000 deaths every 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, continue to produce lifesaving results, year after year. Millions of children are alive today who otherwise would not be. UNICEF’s mission has always been to aid the most vulnerable 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 efforts to better aid those in greatest need. In many countries that are making overall progress on cutting child deaths, a child mortality gap is actually widening children deserve.” By making the most disadvantaged communities the highest priority, an “equity-focused” approach can accelerate progress toward the Millennium Development Goals and bridge disparities in a cost-effective way. UNICEF strategies have already yielded significant gains; what’s planned now is an extra push to reach as many of the most deprived children and families as possible. A new study by UNICEF specialists as well as international experts estimates that for each $1 million investment in a low-income, high-mortality country, the equity approach could potentially prevent 60 percent more deaths. Measures for carrying out the new approach include upgrading health facilities, expanding outreach initiatives, advocating for the elimination of user fees for health care, extending cash transfers to the poorest families, and recruiting and training more community health care workers. The highest child mortality rate is in sub-Saharan Africa, where one out of every eight children dies before the age of five. The second highest rate is in Southern Asia, where one in 14 children under five is dying. In the years ahead, with help from its supporters, UNICEF can make even greater strides. Says the U.S. Fund’s Stern: “We have a precious opportunity to save more children, and to do so more quickly than ever before.”
To learn more, please visit unicefusa.org/22000

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. Gender and geographic disparities are also adversely affecting children’s health and wellbeing. “Poverty should not be a death sen-

Poverty should not be a death sentence for children.

tence for children,” says U.S. Fund CEO and President Caryl M. Stern. “We have the power to reach excluded get the children lifesaving and make sure they

services, protection, and education all


U.S. Fund for UNICEF


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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 drinking water and adequate sanitation. UNICEF is constantly working to find low-cost, innovative ways to get clean water to children and families. Here are just a few.

Mechanical well drilling requires large rigs and can be exorbitantly expensive and unwieldy — especially where roads are virtually nonexistent. That’s one of the reasons UNICEF is fostering the use of low-tech manual well drilling, which is approximately ten times cheaper than mechanical drilling. 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 economies benefit from UNICEF’s programs to bolster this simple way of accessing water.

In areas where drinking water is hard to come by — such as the salty coastal regions of Bangladesh — a simple but highly efficient 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.

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

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Kiwanis and UNICEF Unveil The Project
The U.S. Fund was thrilled to learn that Kiwanis International has chosen to partner with UNICEF to eliminate maternal and neonatal tetanus (MNT) as its next global campaign for children. This historic 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 60cent 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.


U.S. Fund for UNICEF

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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 mobilize 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 resources 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. On a recent trip to the Philippines, a joint delegation of U.S. Fund staff and Kiwanis International members experienced, 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 eightday-old son as he convulsed and struggled 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

to learn about The Eliminate Project, and that other mothers will not have to suffer as she has. Kiwanis International’s 2010–11 President, Sylvester Neal, applauded the historic partnership and noted the extraordinary results of UNICEF and Kiwanis’ previous collaboration to eliminate iodine deficiency disorders (IDD). “By virtually eliminating IDD, Kiwanis and UNICEF together ensured that millions of children are now free of its devastating effects,” says Neal. “We changed the world one time. We can — and we will —

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 International Convention in Las Vegas, the audience 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

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d o N o r aC t I v I t I E 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. Robbins at the Rising Power of Women in Philanthropy breakfast in New York City in June.

Midwest Regional Board Chair Paul Harvey and his wife, Ty (l.), with Midwest Regional Board member Tonise Paul, at the Art of Believing in 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 Orellana, Michael Coulson, Mark Schuster, and Carrie Rhodes at a reception hosted by the U.S. Fund’s Seattle Advisory Council.

UNICEF supporter and New England Regional Office Women’s Luncheon Committee member Ciara Smyth cutting a ribbon to 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 recent field trip to Mozambique.

National Board member Dolores Rice Gahan (l.) and UNICEF supporter Hilary Gumbel during a field visit to Peru.


U.S. Fund for UNICEF

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The Mercury Fund: Saving Lives in Emergencies
Every second counts in the wake of catastrophes like Haiti’s earthquake or Pakistan’s flooding. To supply UNICEF with a readily accessible pool of dedicated 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 other donors, the Fund has provided $6.5 million to support UNICEF emergency response efforts without delay in countries all over the world. After flooding inundated Pakistan in July, the Fund disbursed $400,000 for crucial relief for tens of thousands of Pakistani children. The Fund provided $500,000 to aid refugee families, whose lives were at risk after violence erupted in southern Kyrgyzstan in June. After Haiti’s colossal earthquake in January, the Fund released $500,000, helping UNICEF extend a lifeline to scores of vulnerable children and families. “An immediate response with readily available funds, rather than waiting on fundraising efforts, provides UNICEF with the ability to mobilize lifesaving resources much more quickly — mobilizing additional people to respond with clean drinking water, immunizations, shelter, and other essential items in the earliest hours of a crisis,” says Robbins. “In addition, this Fund serves as a catalyst, drawing in other funding to UNICEF through private and government sources, with its proven success in the most difficult crises.” The Mercury Fund plays a vital role in helping UNICEF launch its emergency relief efforts in countries that do not ordinarily garner much media attention. A
(INsIdE thE U.s. FUNd continued on page 16)

reflection of UNICEF’s commitment to act as a key first responder in any emergency, the Mercury Fund empowers UNICEF to do whatever it takes to save children caught in the path of calamity. This year’s UNICEF Snowflake Ball (see below) will highlight UNICEF’s work in emergencies. We are delighted to announce that — thanks to an anonymous donor who has underwritten all expenses — 100 percent of every dollar raised at the gala will go directly to lifesaving programs, including the Mercury Fund.




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The Spirit of Compassion Award will be presented to Olivia HarrisOn The Audrey Hepburn Humanitarian Award will be presented to UNICEF’s FrançOise GrulOOs -ackermans 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 G H 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)

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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


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 Helping Kids®” campaign that has inspired,

empowered, educated, and raised money 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 successful youth initiatives in American history. 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 trickor-treaters. The spectacle triggered conflicting emotions in the couple. Mary Emma turned to her husband and said: “It’s too bad we can’t turn this into something good.” Clyde replied: “We can.” Soon, the Allison’s children, along

Trick-orTreat for 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 disbanded. Suddenly, the Allisons needed a new beneficiary. The encounter: Shortly after, Mary Emma Allison was shopping in downtown 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 congregation members were among the many who went door-to-door, collecting coins for UNICEF in hand-painted milk cartons. Trick-or-Treat for UNICEF was born. The activity was a hit — a big one. The Allisons joined forces with UNICEF staff to spread the word about this important new campaign. TOT took off like a prairie wildfire. In 1953, the United States Committee for UNICEF — the predecessor of today’s U.S. Fund for UNICEF — took over formal responsibility for TOT. Already, school groups, police and fire departments, church groups, and service organizations like Kiwanis International were working together to ensure that TOT Halloween collection efforts covered entire towns. Celebrities and the media did a lot to boost the program’s growth, too. Entertainer and UNICEF Ambassador Danny Kaye is credited with propelling TOT popularity to new heights. By 1960, TOT activities had spread far beyond U.S. borders to a diverse group of countries including Canada, France, Haiti, Iceland, Japan, and Spain. In 1961, President John F. Kennedy noted: “UNICEF has caught the imagination of our people, especially our nation’s children, whose Halloween collections have become a symbol of concern and an expression of tangible aid.” And in 1967, President Lyndon B. Johnson signed a proclamation designating Halloween as National UNICEF Day. UNICEF fast became a part of American popular culture. Trick-or-Treat for UNICEF promoters included Lassie, Mighty Mouse, Kermit the Frog, and Scooby Doo, and in 1969, an episode of Bewitched was entitled “Twitching for UNICEF.” That year millions of children took part in TOT. Those who grew up Trick-or-Treating for UNICEF have vivid memories
(continued on page 12)

…Halloween could be more than just a day for kids to overindulge in candy.

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TOT Turns 60, continued from page 11
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 television 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 online technologies to grow participation. In 2008, TOT made its social networking debut on sites such as Facebook and Twitter. 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 application. Actress Selena Gomez, now in her third year as Trick-or-Treat for UNICEF spokesperson, has encouraged scores of 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 donations that our school of 500-plus students collect. It’s my way of doing my part, and 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 for UNICEF is their first encounter with UNICEF — and with the idea of “giving 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 schoolrelated organizations, NGOs, and corporations. And this year marks Trickor-Treat for UNICEF’s first-ever in-store customer fundraising initiative, thanks to a new partnership with Toys”R”Us, fans to get involved — whether by hosting 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 participation 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


U.S. Fund for UNICEF

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 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® stores nationwide through october 30, 2010. additionally, for the first time in trick-or-treat for UNICEF history, customers will be able to donate to the campaign both in-store at cash registers or online at Toysrus.com/ UNICEF. to support the trick-or-treat for UNICEF campaign even further, the toys”r”Us Children’s Fund made a $200,000 donation to the U.s. Fund for UNICEF .

Timeline 1950 1980S
Pennsylvania family initiates firstever TOT drive Kermit the Frog, Scooby Doo, and other characters urge kids to Trickor-Treat for UNICEF

The U.S. Committee for UNICEF (now the U.S. Fund) begins running TOT

Key Club International high school students begin partnering with TOT

National Media Sponsor — HGTV
returning as national media sponsor, the leading cable network for home and garden programming will highlight tot on october 16 in a primetime tv special at 8 pm Et/pt. 4 million unique monthly visitors will find halloween decorating and entertaining tips on hGtv.com/halloween.

Lassie carries TOT box on TV show

Proud Supporters — FEED/HSN
this year, FEEd projects — a company with the simple mission to create good products that FEEd the world — created the FEEd trick-or-treat bag to benefit UNICEF hsN, a leading multichannel retailer, has joined . 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 UNICEF that’s enough to provide one child with an entire year’s worth .* of essential micronutrient supplements.

President Kennedy lauds UNICEF and TOT

TOT network provides support to kids impacted by 9/11; TOT funds earmarked to help Afghan children

President Johnson proclaims October 31st “National UNICEF Day”

TOT goes digital with online fundraising

Proud Supporter — Key Club International
Key Club International, a program of Kiwanis International, is the nation’s oldest and largest service leadership organization for high school students. the Club’s 16-year-long partnership with tot is one of the campaign’s longest running and most successful, and has raised nearly $5 million. and thanks to our other proud supporters… Coinstar Inc., american airlines, Kmart, plaYbIll, and the broadway league’s Kids’ Night on Broadway.

TV’s Bewitched devotes full episode to TOT

Indian Ocean tsunami and Hurricane Katrina spur recordbreaking $18.25 million effort

Actor Danny Kaye marks TOT’s 25th anniversary with 5-day/ 65-city plane tour

each FEED Trick-or-Treat bag purchased through HSN or hsn.com, HSN will donate $3.50 to the U.S. Fund for UNICEF to help support UNICEF’s nutrition programs. No part of the purchase price is tax-deductible. UNICEF does not endorse any brand or product. For more information, visit unicefusa.org, feedprojects.com, or hsn.com/hsncares.


TOT’s 60th anniversary; nearly $160 million raised to date!

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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 gratitude for the time we spent together inspired 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 philanthropy as well as my decision to support different causes. My involvement with the U.S. Fund for UNICEF began when I attended a luncheon and heard Ishmael Beah speak about his experience as a child soldier in Sierra Leone and how his life was saved and transformed by UNICEF workers in a rehabilitation camp. Ishmael’s story demonstrates UNICEF’s determination to go to any length to save the life of a child. When I talk to other people about UNICEF, I tell them very simply: “UNICEF works! UNICEF saves lives!” Over the last 50 years, UNICEF has made phenomenal progress and has helped to cut the number of global child deaths by more than half. UNICEF has the expertise garnered from more than 60 years of experience, as well as access on a scale unavailable to other organizations. It has earned the trust of governments, organizations, and local communities because of its commitment to their people and to their needs. UNICEF has also earned the trust of donors because they know that for every dollar donated to the U.S. Fund for UNICEF, less than 10 cents is retained for administrative costs. The rest goes to help children. UNICEF’s mission couldn’t be more urgent, and I believe that we all have a responsibility to make sure it is fulfilled. All children deserve to be protected. All children deserve to be saved. With our support, UNICEF will make sure that we will reach a day when zero children die 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.
U.S. Fund for UNICEF

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...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 — experiencing cultures and lifestyles 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 issues, as well as UNICEF’s efforts and the progress being made. With Haiti, for instance — I know there’s still a long road ahead, but it’s good to see all the ways my contribution is helping UNICEF improve 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 children in other countries who don’t get any health care at all. I want to do my part. And as soon as my kids are ready, I can’t wait to take them on some UNICEF field visits.

Why I Give: Jeannette HsuMcSweeney
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

Women’s Luncheon Series in Boston and have since become a member of its steering committee. It’s a wonderful program that really connects me with world issues I care about and with the incredible work UNICEF is doing. At an event last year, the speaker described the conflict-driven 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

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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 contribution to support UNICEF’s core programs as well as championing legislation that advances children’s health and wellbeing around the world. OPPA staff members meet with legislators, write letters, coordinate testimony for public hearings, and forge alliances with other organizations that share UNICEF’s goals. But their success also depends on UNICEF supporters beyond the Beltway. “Advocacy is not a spectator sport,” says Martin Rendón, Vice President of the OPPA. “We are asking all of our supporters — whether they’re donors 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. Government has steadily increased its contribution to UNICEF over the last several years. For fiscal year 2011, both the House Appropriations Subcommittee and the Senate Appropriations Committee 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

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 responsible 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



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UNICEF/ITAL2010-0040/Alfredo Falvo UNICEF/NYHQ2005-0761/Pallava Bagla UNICEF Myanmar/2007/Win Naing UNICEF/NYHQ2009-1913/Giacomo Pirozzi UNICEF/NYHQ2010-1640/Marta Ramoneda UNICEF/NYHQ2009-1234/Giacomo Pirozzi U.S. Fund for UNICEF/Jen Banbury Left to right: Joe Vericker; Casey Marsh; Jennifer Lopez; Ted Tyndorf; Joe Trofino; Caryl M. Stern 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


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.

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