October 9, 2014


MANILA, Philippines – Trick-or-Treat for UNICEF is back to bring special meaning to Halloween and give children a unique opportunity to learn the value of helping others. Now on its third year, the campaign empowers kids to be superheroes by collecting funds in a special Trick-or-Treat for UNICEF box as they go door-to-door this Halloween. Since 2012, Filipino children and families have raised Php 750,000 to support UNICEF programmes for vulnerable children in the Philippines and worldwide.  

In partnership with Toy Kingdom, this year’s campaign focuses on emergency preparedness. The Philippines is one of the most high-risk countries in the world for natural disasters, and many of those most vulnerable are children. Super typhoon Yolanda, which devastated much of Central Visayas last November 2013, affected 14.1 million people – half of whom were children. The money raised through Trick-or-Treat for UNICEF will help ensure that essential supplies like water and hygiene kits, education kits, and temporary learning and play spaces reach children immediately after a disaster hits. 

“UNICEF relies entirely on voluntary donations to fund its programmes for children,” said Michelle Borromeo, Head Fundraiser at UNICEF Philippines. “No matter how small, every contribution counts and helps saves children’s lives.”

The Grand Event Launch was held in SM Southmall on Saturday, October 4 and featured games, activities and a special performance from UNICEF National Ambassador Gary Valenciano. To participate in the campaign, children – with their parent or guardian – can register and claim their free donation kit at any Toy Kingdom branch nationwide until October 31, 2014 or until supplies last. All donations can be turned over to any SM Bill Payment Counter located in SM Department Store, SM Supermarket, SM Hypermarket and Savemore locations nationwide.

Trick-or-Treat for UNICEF is also holding an online Create Your Own Superhero Contest. All boys and girls ages 4 to 12 and residing in the Philippines are invited to design their own superhero on a blank Trick-or-Treat for UNICEF box for a chance to win exciting prizes. To join, children – with their parent or guardian – must visit www.unicef.ph, read the full mechanics, and download the contest forms. The contest runs from October 4 to 26, 2014. Winners will be notified via e-mail and SMS.

Trick-or-Treat for UNICEF 2014 is made possible through SM Southmall, Toy Kingdom, SM Cares, Philippine Star, Nyxsys Philippines, Inc., Gerry’s Grill Southmall, Racks, Seafood Island and Mary Grace.

About Trick-or-Treat for UNICEF 

Dubbed as the original Kids Helping Kids campaign, Trick-or-Treat for UNICEF began in 1950 in the US, when Philadelphia schoolchildren went door-to-door on Halloween, collecting money in decorated milk cartons to help children in need around the world. They raised a grand total of $17 – and kicked off a campaign that has since raised more than $170 million worldwide to help the poorest children receive medicine, better nutrition, safe water, education and emergency relief. Millions of children now participate in UNICEF’s Halloween-related fundraising campaigns worldwide, taking part in fun and educational activities that help them gain a better understanding of children’s rights and the challenges facing their peers in developing countries. 


UNICEF works in over 190 countries and territories to help children survive and thrive, from early childhood through adolescence. The organization is the world’s largest provider of vaccines for developing countries and supports child health and nutrition; safe water and sanitation; quality basic education; and the protection of children from violence, abuse and exploitation. UNICEF is funded entirely by the voluntary contributions of individuals, businesses, foundations and governments. Visit www.unicef.ph to learn more. 
(Press Release)

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