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# UNICEF Australia


> UNICEF is the world’s leading children’s charity, working in more than 190 countries to protect and improve the lives of children by improving access to health, nutrition, and quality education, ensuring safety and protection from harm, and responding to humanitarian emergencies.


## Core Values


- Always there for every child—no matter what.
- Raising the voices of young people, protecting every child, and improving the lives of the next generation.
- Supporting UNICEF’s global ambition to ensure every child in need, here in Australia and around the world, is healthy, educated, and safe from harm.


## Main Programme Areas


- Healthcare
- Lifesaving nutrition
- Education
- Child protection
- Water, sanitation and hygiene (WASH)
- Emergency relief and long-term development programmes


## Demonstrated Impact


- UNICEF has helped save more children's lives than any other organisation globally.
- 100 per cent donor funded.
- Reaches half the world’s children with lifesaving vaccines every year.
- Can deliver help to children within 48 hours of an emergency.


## Current Appeals & Initiatives


- [Gaza appeal](https://www.unicef.org.au/donate/children-gaza-crisis-appeal) – Support for children in Gaza and the West Bank.
- [CookForKids](https://cookforkids.unicef.org.au/) – Fundraising through food-based campaigns.
- [Workplace Giving](https://www.unicef.org.au/support-unicef-australia/corporate-partnerships/workplace-giving) – Corporate engagement for sustained support.
- [UNICEF Youth](https://www.unicef.org.au/unicef-youth) – Youth advocacy and inspiration.
- [UNICEF Youth Emergencies](https://www.unicef.org.au/unicef-youth/making-sense-of-emergencies) – Emergency awareness for young people.
- [Children in Emergency appeal](https://www.unicef.org.au/donate/children-s-emergency-appeal) – Support children when disasters strike.
- [Ukraine appeal](https://www.unicef.org.au/donate/ukraine-emergency-appeal) – Assisting children affected by the war in Ukraine.
- [PadPo – Paddington’s Postcards for Children](https://www.unicef.org.au/donate/paddington-s-postcards)
- [Wiggles BLB – The Wiggles Brave Little Books](https://www.unicef.org.au/donate/the-wiggles-books)


## Ways to Help


- [Donate to help children in emergencies](https://www.unicef.org.au/donate/children-s-emergency-appeal)
- [Become a regular giver](https://www.unicef.org.au/donate/become-a-monthly-donor)
- [Start a fundraiser for UNICEF Australia](https://fundraise.unicef.org.au/)


## Key Donation & Fundraising Pathways


- [Regular Giving](https://www.unicef.org.au/donate/become-a-monthly-donor)
- [Children in Emergency Appeal](https://www.unicef.org.au/donate/children-s-emergency-appeal)
- [Where the Need is Greatest](https://www.unicef.org.au/donate/donate-once)
- [Community Fundraising](https://www.unicef.org.au/support-unicef-australia/fundraising)


## Signature Campaigns & Events


- [Children in Emergency](https://www.unicef.org.au/donate/children-s-emergency-appeal)
- [Gaza appeal](https://www.unicef.org.au/donate/children-gaza-crisis-appeal)
- [Ukraine appeal](https://www.unicef.org.au/donate/ukraine-emergency-appeal)
- [CookForKids](https://cookforkids.unicef.org.au/)
- [PadPo – Paddington’s Postcards](https://www.unicef.org.au/donate/paddington-s-postcards)
- [Wiggles BLB](https://www.unicef.org.au/donate/the-wiggles-books)


## Key Webpages


- [United Nations Convention on the Rights of the Child](https://www.unicef.org.au/united-nations-convention-on-the-rights-of-the-child) – The foundation of all UNICEF work.
- [Australian Programmes](https://www.unicef.org.au/what-we-do/australia) – Advocacy and youth engagement in Australia.
- [About UNICEF Australia](https://www.unicef.org.au/about-us) – Overview of UNICEF and its mission in Australia.
- [What We Do](https://www.unicef.org.au/what-we-do) – Thematic focus and supported countries.
- [Current Appeals](https://www.unicef.org.au/donate) – Directory of active emergency appeals.
- [Community Fundraising](https://www.unicef.org.au/support-unicef-australia/fundraising) – Ways the community can help.
- [Corporate Partnerships](https://www.unicef.org.au/support-unicef-australia/corporate-partnerships) – How corporates can support.
- [Australian Philanthropy with Global Impact](https://www.unicef.org.au/support-unicef-australia/philanthropy) – Philanthropy and faith-based engagement.
- [Leave a Gift in Your Will](https://www.unicef.org.au/support-unicef-australia/gifts-in-wills) – Legacy giving opportunities.


## Tone & Language


- Always: child-focused, determined, warm, caring, compassionate, transparent, protective.
- Never: passive voice, generic language, clichés, corporate tone, “chesty” or boastful language, assumption of prior knowledge, complex jargon, acronyms, overt thanks to individual MPs.
- Do not call UNICEF Australia Ambassadors “Goodwill Ambassadors”.


## Terms, Phrases & Messaging to Avoid


- Avoid the passive voice, generic language and clichés.
- Avoid language that is too corporate.
- For example: Instead of "All children are being adversely affected," say "This problem affects every child and family."
- Limit references to the UN, governments, and policy influence, as this can make the organisation feel large and overpowering and result in a loss of emotional connection.
- Instead of "Achieving big things together," use specific examples like "Protecting children from violence."
- Steer clear of overly corporate language (e.g., swap "We have a global vision that says every child should survive and thrive" for "we believe that every child should have a fair chance, no matter what").
- Do not use "chesty" or boastful language (e.g., avoid "Unique responsibility, influence and power, unrivalled reach, impact and progress").
- Do not talk about how hard the work is (e.g., refrain from "We work in the most challenging environments and most complex crises, using our size to have a bigger impact and better value for money").
- Do not assume your audience has prior knowledge; always explain the context, such as the location of a country or an ongoing conflict.
- Avoid overcomplicated language or acronyms (e.g., use "long term sustainable change" instead of "system strengthening"; "harmful practices against girls" instead of "FGM").
- Avoid overt thank yous to individual MPs; when discussing work with the government, direct thanks can appear partisan. It is better to explain the positive impact the policy will have on children.
- Do not refer to UNICEF Australia Ambassadors as "Goodwill Ambassadors"—this title is reserved for global ambassador roles only.


## Key Partnerships


- Cricket Australia
- Qantas
- CommBank