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UNICEF Kid Power
Giving kids the power to save lives with the first wearable-for-good™
Power up!
U.S. Fund for UNICEF reached out to Daylight with a goal: design a Kid Power experience that will motivate kids in the United States to increase their physical activity while also teaching them what it means to be a global citizen.
Through conversations and in-depth research with dozens of children, we realized the depth and power of kids' committment to helping others. So we developed a digital experience that leverages children's desire to do good while help them reach their own movement goals in the process.
UNICEF Kid Power gives kids the power to save lives. With the UNICEF Kid Power Band, kids get active through missions, earning them points and unlocking therapeutic food packets for severely malnourished children around the world. This has proved to be a powerful combination: the UNICEF Kid Power Band spurred a 59% increase in movement for users, and donated enough food packets to save more than 100,000 children.
Research + Strategy
Impact motivates
When we put prototypes of the app in front of kids, we heard that impact would be the biggest motivator to get active. This insight sparked an idea: create a rewards program where movement helps other children around the world. The more Kid Power users moved, the more food packets they would provide to children in need. We streamlined the corresponding app's UX to put greater emphasis on the connection between physical activity and food, and focused the content on individual success stories.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City's "only complete system of care." The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
Publicly reaffirm San Francisco's commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
Create a unifying brand that resonated deeply with patients and staff; and
Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
"Badges are cool, but they don't really help anyone. I would rather earn more food for other kids."
– Anna, age 10
A digital passport for the imagination
Building on kids' inherent desire to help their peers and their appetite for learning, we designed the app as a digital passport. The visual style of the app evokes a sense of adventure, exploration, and travel for both kids and teens.
"Daylight's deep understanding of motivation and behavior has been an invaluable asset throughout the development process. Their work on the UNICEF Kid Power App has yielded a uniquely engaging experience that combines discovery and impact and resonates with both kids and parents."
– Rajesh Anandan, SVP, UNICEF Ventures
UNICEF Kid Power launches nationwide
After a promising pilot program, UNICEF partnered with Target and Star Wars to launch Kid Power nationwide.
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