UNICEF: the Change for Good® campaign

Exhibited by
Julie Weston
June 16, 2012
Medium of Communication
Face to face, inserts
Target Audience
Individuals, corporations
Type of Charity
Poverty / social justice
Country of Origin
Date of first appearance

SOFII’s view

This is one of the world’s best known CRM campaigns, Change for Good is seen whenever people fly on many of the world’s best known and most used airlines. For more than 15 years UNICEF has raised many, many millions for the world’s poorest children from the simple but brilliant idea of collecting travellers’ unwanted foreign coins. Administration of the scheme is done by the partner airlines and UNICEF ensures their continued enthusiastic motivation by a carefully planned programme of visits to the field by selected airline staff.

Summary / objectives

Change for Good® is a partnership between UNICEF and the international airline industry. This initiative is designed to redeem normally wasted foreign coins from travellers and convert this into life-saving materials and services for some of the world`s neediest children.

Change for Good® in-flight collections are currently conducted by 10 carriers: Aer Lingus, Alitalia, All Nippon Airways (ANA), American Airlines, Asiana Airlines, British Airways, Cathay Pacific, Finnair, JAL and QUANTAS.

Special characteristics

The basic concept is the same on all airlines – the airline personnel on international flights collect spare coins and paper currency from passengers in Change for Good® envelopes. In-flight videos featuring celebrities supportive of UNICEF inform passengers of the programme and invite them to contribute money that might otherwise never be used again.

Cabin crew who are Change for Good champions, see the results of their collections and visit some of the programmes that receive funds from the Change for Good® scheme. See photo below.

Influence / impact

Change for Good® is successful on many levels. The programme:

  • raises millions of dollars annually for children around the world
  • enables UNICEF to communicate its message on behalf of children to a captive global audience
  • showcases the airline partners’ commitment to social responsibility, thereby increasing customer loyalty
  • provides airline personnel with an easy way to help children while performing their everyday work
  • provides passengers with an easy and effective way to give back while travelling internationally.


Since 1991, over US$ 70 million has been raised for the world’s children through Change for Good®.


At the heart of this initiative is the simple fact that people who travel have left over foreign coins or notes that they probably won’t use again. Working with some of the world’s leading airlines and their staff, UNICEF has found a way to turn this normally wasted money into millions and millions of dollars for children. The fact that this is still going strong 15 years later is testimony to its appeal.

SOFII's Once Upon I Wish I'd Thought Of That 2013 - Danielle Atkinson presents UNICEF

A Change for Good Champion and member of British Airways cabin crew on a field visit to Bangladesh. © UNICEF 2007 Bangladesh/2005/Nasser Siddique.