U.S. Fund for UNICEF Picks A. Eicoff for DRTV

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The U.S. Fund for UNICEF named A. Eicoff & Co., Chicago, as its direct response television ad agency after talks with an undisclosed number of agencies.

The New York-based fund is using DRTV for the first time. It has relied mainly on direct mail and outbound telemarketing to raise funds for children's causes.

The agency will create 60- and 120-second infomercials for a mid-July test and a rollout shortly after. Dramatic and emotional, the spots are intended to increase donations to the United Nations body and expand the donor universe through a mass medium like TV.

UNICEF's mission is to save, protect and improve the lives of children worldwide via immunization, healthcare, nutrition, sanitation, clean water and education.

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