Unicef reframes holiday giving with Phantom Billstickers

Unicef Aotearoa has collaborated with Phantom Billstickers to deliver an awareness campaign designed to inspire New Zealanders to donate to children in crisis.

At a time when retail districts are overflowing with shoppers and festive messaging, this campaign takes a contrasting approach with quiet, arresting reminders of those who need our generosity most.

A minimalist approach

Unicef engaged Phantom Billstickers to develop a simple idea, but one that would resonate, picking highly visible sites in Tāmaki Makaurau Auckland, Te Whanganui a Tara Wellington and Ōtautahi Christchurch.

• Te Whanganui a Tara and Ōtautahi featured full bollard takeovers. Surrounded by busy streets, the Unicef-blue messaging stood alone – a calm, clear voice amid the holiday rush.
• In Tāmkai Makaurau, the team expanded the concept at scale, installing a row of six super A0 posters along Queen Street. Each frame was dressed in Unicef blue, neon lights and paired with the sound of children’s laughter, creating an unexpected emotional connection for passers-by.

The final frame in the Auckland sequence introduced a powerful twist: a mirror, inviting the viewer to see themselves in the narrative.

It shows the power each person has to bring hope where it’s needed most and how an act of generosity can change a child’s tomorrow. A QR code provides an immediate call to action.

Reframing holiday giving

While Christmas is a time of abundance for many, UNICEF’s work highlights the stark reality faced by millions of children worldwide.

“Our aim was to create a moment of pause,” says Phantom Billstickers’ Anton Burian.

“In the middle of one of the busiest shopping periods of the year, we wanted to remind people that generosity can change lives. The mirror element is especially powerful – it reinforces that we are the ones who can make a difference.”

Unicef Aotearoa head of individual giving Silvia Martinez adds the campaign reframes holiday giving. Instead of just wrapping something to put under the tree, Kiwis can wrap the world’s most vulnerable kids in hope.

“At Christmas, we wrap gifts to show care. With Unicef, those gifts can mean so much more. This campaign turns every gift, or dollar, into tangible support. The means for clean water, safe shelter, vaccines, and school supplies to be delivered to children who need them most,” she says.

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