Participation Architecture
UNICEF X DC10 FUND
Fundraising Campaign / National Activation/ Creative Direction
Fundraising usually asks people to give. This asked people to take part. A 24-hour live-streamed Kickathon, followed by community challenges, media events and brand building. Turning participation into visible impact.
Connecting individual effort directly to Pacific communities.
I helped launch the UNICEF × DC10 Fund with Dan Carter - building a platform designed to turn individual action into collective momentum.
1,598 kicks. 24 hours. $500,000+ raised.
It started with the 24-hour Kickathon: a simple, highly visible act of shared effort that gave people something to join, not just something to donate to.
High public participation. Strong cultural visibility. Significant funds raised.
From one idea to many ways in. Each expression adapted in form, not structure.
A distinct visual identity, campaign toolkit, templates and ongoing donor communications gave the fund a world of its own.
DC10 FUND
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KICKATHON
A national way in
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PARTICIPATION
Schools · Workplaces · Communities
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STORY
Media · Pacific · Events
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PEER-TO-PEER
Beat Dan Carter
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RELATIONSHIP
Donor Journeys
Media trips to Vanuatu, the Solomon Islands and Fiji grounded the work in lived reality, connecting the fundraising back to the children and communities it existed to support.
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.
The result wasn’t a campaign made of parts, but a participation system operating across culture, visibility and action. Different ways in. One connected idea.
Role: Creative Director - shaping the creative and strategic architecture of the UNICEF X DC10 Fund collab. From launch and participation concepts through to campaign identity, content, partnerships, peer-to-peer experiences and donor communications.