UNICEF Switzerland and Liechtenstein is bridging the gap between the letterbox and the screen. Its 2026 year-end campaign, «Every little bit helps», draws inspiration from the world of streaming: a 45-second documentary-style trailer featuring four prominent UNICEF Ambassadors builds anticipation for an upcoming unaddressed fundraising mailing.
The end of the year is traditionally a busy period for fundraising. Swiss households receive large numbers of donation appeals, many of which end up in the recycling bin without ever being read. One of the biggest challenges is capturing people's attention before they even open an envelope. This is where UNICEF Switzerland and Liechtenstein's new year-end campaign, «Every little bit helps», comes in: it presents a traditional fundraising mailing as the exclusive premiere of a new series.
From the trailer to the letterbox
At the heart of the campaign is a 45-second trailer inspired by the style of contemporary Netflix documentaries. Rather than relying on traditional appeals to sympathy, the video highlights determination, initiative and the urgency of taking action.
For the first time, four UNICEF Ambassadors are joining forces: Stefanie Heinzmann, Tina Weirather, Kurt Aeschbacher and Bastian Baker appear together as the senders of the fundraising appeal. Carlos Leal also features as a special guest.
The idea behind the campaign is simple: instead of asking directly for donations, the trailer aims to spark interest and curiosity about what will soon arrive in people's letterboxes. In doing so, it creates a connection between fast-paced digital content and traditional direct mail.
The trailer is complemented by a series of five-second fundraising appeals featuring the participating celebrities. This television format was first introduced last year.
An integrated 360-degree campaign
The trailer and unaddressed fundraising mailing form the centrepiece of a wide-ranging 360-degree campaign. The message «Every little bit helps» is being shared across multiple channels, including television, cinema, digital out-of-home advertising (DOOH), railway posters and digital platforms.
The campaign is also supported by targeted media outreach, including coverage in which Kurt Aeschbacher shares his experiences from a recent programme visit to Somalia.
The overarching theme is protecting children, with a particular focus on health and nutrition, especially in crisis-affected regions such as Somalia, Sudan and Gaza.
The «Every little bit helps» campaign launched on SRF on 7 November 2026 and was developed by UNICEF's in-house agency.
