Client:UNICEF Canada
Date:June 07, 2012


UNICEF Canada is a leading charitable organization that advocates for the rights of children all around the world. Through advocacy, humanitarian initiatives, and innovative programs, UNICEF works to secure children’s rights on a global scale.

It was 2010 and Haiti had just been rocked by the most devastating earthquake the country had seen in 200 years. Although it only lasted a few seconds, the 7.0 Richter scale quake killed 212,000 people, demolished city infrastructure, displaced more than 1 million Haitians, and orphaned thousands of children. Within hours, UNICEF, one of the world’s largest advocacy groups for children, landed in Haiti to support relief efforts and protect the children of Haiti.

In order to maximize aid to Haiti, UNICEF Canada needed to promote their relief efforts and spread information about how people could support the victims of the earthquake.

As UNICEF’s online marketing partner, Bluetrain set to work to create targeted search and online display ads that would help generate support for UNICEF Canada relief efforts in Haiti.

For the three days following the earthquake, received 1,756% more visits per day than the normal daily average. Within the first month of the online ad campaign’s launch, also received 6,172 donations, and 868 applications from people interested in sponsoring children through their Global Parent program.


“Thanks to Bluetrain, we at UNICEF Canada are confident that our online advertising strategy is being handled effectively and efficiently – supporting our goal to increase our funds to help the most vulnerable children in the hardest to reach places. Their timely execution of campaigns has been invaluable especially during international emergencies – when raising funds quickly to get supplies into the field is critical. Bluetrain has not only proven to be a results-driven manager of our online advertising but has become a true partner that sincerely cares about our organization and has surpassed our expectations with their ongoing support since 2010. We look forward to continuing our partnership and our mutual drive to raise more funds to save children’s lives around the world.”
Cassandra Koenen, Director of Digital Strategy, UNICEF Canada

“When you work with a client like UNICEF Canada, you never have to doubt the impact their work has on the lives of children everywhere. Helping them fulfill their important mission only motivates us more to ensure we are delivering a quality online marketing program that gets results.”
Bryan Smith, President, Bluetrain Inc.