LOS ANGELES: The US Fund for UNICEF has chosen the LA office of Edelman to promote the upcoming 50th anniversary of its Celebrity Goodwill Ambassador program.
Edelman won the project, which begins immediately and culminates at a December gala event in Los Angeles, after a competitive RFP process. The firm beat contenders such as BWR, Bragman Nyman Cafarelli, and WS Rogers & Cowan.
Although The US Fund for UNICEF is based in New York, the campaign will center on Hollywood to pay tribute to the stars who have been a part of the Goodwill Ambassador program. The West Coast location is also part of a push to reinvigorate the nonprofit's presence in the entertainment community, and attract new participants and donors from the ranks of the Hollywood elite.
"From a PR perspective, UNICEF was really the first organization to understand the importance and implications of using celebrities as spokespeople," explained Gail Becker, head of Edelman's LA office.
Becker added that Edelman is planning a "buzz" campaign to increase both media attention of the event and interest with a new generation of celebrities.
The Celebrity Goodwill Ambassador program began when Danny Kaye traveled the globe 50 years ago to support UNICEF. Since then, celebrities such as Audrey Hepburn, Roger Moore, Sarah Jessica Parker, Laurence Fishburne, and Tea Leoni have taken part.