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.