Cyan-and-white campaign image using the movement of a rugby kick as the visual cue for taking part in the DC10 Fund campaign.

Participation Architecture

UNICEF X DC10 FUND

Fundraising Campaign / National Activation/ Creative Direction

Fundraising usually asks people to give. This asked people to take part. I shaped the UNICEF × DC10 Fund with Dan Carter as a distinct brand and participation platform - using Dan’s profile and the Kickathon to create a highly visible way into a longer fundraising relationship.

Project Note

Organisation: UNICEF Aotearoa × DC10 Fund

Role: Creative Director + Strategist

Contribution: Brand strategy + platform · participation architecture · participation system · visual identity · donor journeys

Evidence: 1,598 kicks · 24 hours · $500,000+ raised · 472 individuals + 55 teams in 2024 · 12,000+ kicks · $138,594 for Pacific water programmes

UNICEF had Dan Carter’s profile, a powerful cause and a moment people could get behind. I shaped UNICEF × DC10 Fund as a distinct sub-brand and participation platform - using the Kickathon as the national way in, then extending it into media, Pacific stories, events, audience-specific appeals, peer-to-peer and donor relationships.

The bespoke identity brought it all together - combining DC10 and UNICEF Aotearoa into one recognisable world across campaign, content and relationship-building.

One collaboration. Multiple ways in. One connected brand.

Project PROFILE

The first expression was the 24-hour Kickathon: a simple, highly visible act of shared effort that gave people something to take part in, not just something to donate to.

Campaign photograph of Dan Carter lifting a child among a group of children, shifting the visual story from public sporting activity back towards the people and communities the fund exists to support.

1,598 kicks. 24 hours. $500,000+ raised.

UNICEF × DC10 Fund poster pairing field photography with “Giving children in Aotearoa and the Pacific the best start in life”, keeping the public campaign visibly connected to why the participation matters.
Group of school children in a Vanuatu classroom, grounding the campaign in the children and communities the fundraising exists to support.
Campaign coverage and results collage combining news and social-media coverage with reported participation, reach and fundraising results.

From there, the platform extended into schools, workplaces and communities, media events, Pacific field stories, audience-specific appeals, peer-to-peer challenges and ongoing donor communications. Each expression changed to suit its context, while remaining connected to the same strategic centre.

the Kickathon was never the whole idea. It was the front door.

Child seen from behind overlooking a green hillside, moving the visual story from campaign visibility back towards the people and places connected to the fund.
UNICEF × DC10 Fund identity carried across stadium signage, bringing the brand into the live participation environment.
UNICEF × DC10 Fund identity carried across branded clothing, bringing the brand into the live participation environment and for purchase.

Different ways in. One connected idea.

Cyan-and-white image using the iconography of rugby as the visual cue for the DC10 Fund brand..

A bespoke visual identity, campaign toolkit, templates and communications gave the fund a recognisable world of its own - combining elements of DC10 and UNICEF Aotearoa across everything from social content and event materials to reports, invitations and donor communications.

Media trips to Vanuatu, the Solomon Islands and Fiji brought the fundraising back to the people and places it existed to support, turning Pacific stories into another way for people to understand the impact of their participation.

UNICEF × DC10 Fund “Thank You!” communication carrying the same brand world from the public activation into the ongoing donor relationship.
Beat Dan Carter campaign participants together on a stadium pitch holding rugby balls, showing the individual kicking idea becoming a shared participation experience.
Beat Dan Carter campaign participants together on a stadium pitch holding rugby balls, showing the individual kicking idea becoming a shared participation experience.

DC10 FUND

↓

KICKATHON

A national way in

↓

PARTICIPATION

Schools · Workplaces · Communities

↓

STORY

Media · Pacific · Events

↓

PEER-TO-PEER

Beat Dan Carter

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RELATIONSHIP

Donor Journeys

UNICEF × DC10 Fund invitation headed “Join me for a private dinner and discussion”, extending the brand from mass participation into a more personal form of relationship.
UNICEF × DC10 Fund invitation headed “Join me for a private dinner and discussion”, extending the brand from mass participation into a more personal form of relationship.

The platform kept evolving. In 2024, Beat Dan Carter turned the original challenge back onto the public: 472 individuals and 55 teams took part, generating more than 12,000 kicks and $138,594 for Pacific water programmes.

I didn’t create a campaign made of parts. I built a platform designed to keep finding new ways for people to enter, participate and stay connected.

Beat Dan Carter campaign visual extending the original kicking idea into another public way to take part.
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