56-years later and still unique: Trick-or-Treat for UNICEF

Trick-or-Treat for UNICEF 2006 campaign finds inspiration in its roots
NEW YORK, 8 September 2006 — For the 56th consecutive year, the U.S. Fund for UNICEF will launch its time-honored Trick-or-Treat for UNICEF campaign this fall. This year's campaign will focus on the great tradition and history of the program that was started by children in Philadelphia. The signature orange Trick-or-Treat for UNICEF box and other materials for this year's campaign are now available.

Boxes and free educational materials can be ordered by calling 1.800.4UNICEF or by logging on to www.unicefusa.org/trickortreat. Hi-resolution Trick-or-Treat for UNICEF images are available for media to download at www.unicefusa.org/files.

Trick-or-Treat for UNICEF, the original Kids Helping Kids® campaign, began as a door-to-door collection on Halloween that was inspired by reports of children suffering in Europe as a result of World War II. On Halloween, 56-years ago, five concerned Philadelphia children went door-to-door to collect money for kids overseas. These children donated the money they collected, $17, to UNICEF. It was their innovative and philanthropic spirit that created the nationwide program known as Trick-or-Treat for UNICEF. Since 1950, Trick-or-Treat for UNICEF supporters have collected over $132 million.

Trick-or-Treat for UNICEF has empowered generations of children to save and improve the lives of children in their global community through education and fundraising for the world's leading children's organization, the United Nation's Children's Fund. In fact, this year's Trick-or-Treat for UNICEF spokesperson, Sarah Jessica Parker, also Trick-or-Treated for UNICEF as a child.

"The Trick-or-Treat for UNICEF program has undergone many changes throughout its existence, yet the values, commitment and passion that are at the root of the program have remained the same," said President of the U.S. Fund for UNICEF, Charles J. Lyons. "With the support of parents, educators, and community leaders, American children have the potential to save the lives of their more vulnerable peers. Trick-or-Treat for UNICEF gives them the resources and the vehicle to achieve their goals."

Last year's campaign encouraged schools nationwide to compete with each other for the most money raised, resulting in over $5 million being generated that year. Three schools—Middlesex Middle School in Darien, CT, Olivenhein Pioneer Elementary School in Carlsbad, CA, and Lakehill Preparatory School in Dallas, TX—won last year's competition. The Trick-or-Treat for UNICEF Challenge, sponsored by Procter & Gamble, will continue this year with an expanded category. Now, individual kids and groups of kids can participate in the competition. This year's winners will each have a $125,000 donation to the U.S. Fund for UNICEF made in their honor by Procter & Gamble, a photo appearance on the Cartoon Network and Trick-or-Treat for UNICEF t-shirts. To enter, children simply send in their Trick-or-Treat for UNICEF donations between October 1 and December 30, 2006 and they will automatically be entered into the challenge.

For the first time ever, 3,500 Hallmark Gold Crown® stores will offer the traditional orange Trick-or-Treat for UNICEF collection boxes throughout the months of September and October. Additionally, select Hallmark stores will sell UNICEF Halloween greeting cards. Trick-or-Treat for UNICEF partners Pier 1 Imports and Pier 1 Kids will also distribute the collection boxes at over 1,200 stores in the U.S. during the month of October. Cartoon Network will produce PSA spots featuring characters from the hit show Foster's Home for Imaginary Friends, encouraging kids to participate in Trick-or-Treat for UNICEF. The spots will air throughout October on Cartoon Network, Boomerang, TNT, TBS, and CNN as well as through participating cable affiliates. For the tenth year in a row, donations to the U.S. Fund for UNICEF can be made through Coinstar® Centers self-service coin counting machines located in major supermarkets nationwide.

About UNICEF
Founded in 1946, UNICEF helps save, protect and improve the lives of children in 156 countries and territories through immunization, education, health care, nutrition, clean water and sanitation. UNICEF is non-partisan and its cooperation is free of discrimination. In everything it does, the most disadvantaged children and the countries in greatest need have priority. For more information about UNICEF or to make a donation, please call 1.800.4UNICEF.

For media inquiries, please contact:
Kiní Schoop, U.S. Fund for UNICEF Media, 212.880.9132
Marci Greenberg, U.S. Fund for UNICEF Media, 212.880.9132