This Halloween season, UNICEF USA is celebrating an extraordinary milestone: 75 years of Trick-or-Treat for UNICEF, the longest-running youth engagement campaign in the United States. What began in 1950 with a small group of children in Philadelphia collecting coins in milk cartons has grown into a beloved, nationwide tradition — raising nearly $200 million to support UNICEF’s lifesaving programs for children in more than 190 countries and territories.
To commemorate the anniversary, UNICEF USA has launched a PSA starring Heidi Klum, the iconic Queen of Halloween and longtime UNICEF Supporter. Over the decades, the campaign has been championed by an array of beloved public figures — from First Ladies including Eleanor Roosevelt and Rosalynn Carter to pop culture icons including Jennifer Lopez and Kermit the Frog. Trick-or-Treat for UNICEF helped the organization win the Nobel Peace Prize in 1965 — cementing the little orange box as a symbol of philanthropy and a treasured part of American history.
"Halloween is all about fun and imagination and what’s more powerful than turning that fun into impact?" said Heidi Klum. “I’ve collaborated with UNICEF for nearly 15 years and have watched this campaign inspire generations of changemakers. I’m honored to celebrate its 75th anniversary with the kids of all ages around the world."
Additionally, UNICEF USA has teamed up with Nickelodeon Universe® Theme Parks’ Booniverse to host a free Trick-or-Treat for UNICEF pop-up experience at Mall of America® from October 16th to 19th. The four-day event will introduce children to the power of giving back and feature a larger-than-life Trick-or-Treat box and family activities.
This year’s campaign invites families to “add some meaning to their Halloweening®” by turning Halloween into an opportunity to support children globally. People of all ages can participate by collecting donations with the signature orange box, starting an online fundraiser or sharing more about the initiative with their communities. Funds raised help UNICEF deliver critical services like safe water, education, emergency relief, and vaccines to children, especially in times of crisis.
“As we celebrate this landmark anniversary, we’re reminded that the youngest voices often inspire the greatest change,” said UNICEF USA President and CEO Michael J. Nyenhuis. “With each donation, Trick-or-Treat for UNICEF supports a global lifeline—one that responds to emergencies within hours and builds healthier futures for children worldwide.”
From coins in boxes to digital fundraisers, the campaign has evolved while staying true to its original mission: kids helping kids.
This year’s campaign is made possible thanks to generous support from Key Club International and Circle K International, which are part of the Kiwanis International family, as well as Nickelodeon Universe Theme Park at American Dream, Hallmark, Nickelodeon, Screenvision Media, Marriott International, the Rock and Roll Playhouse and the Association of Children’s museums who will be amplifying the box in participating locations.
Visit unicefusa.org/TOT75 to order boxes, start an online fundraiser and learn more.
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About UNICEF
The United Nations Children's Fund (UNICEF) works in more than 190 countries and territories to pursue a more equitable world for every child. UNICEF has helped save more children's lives than any other humanitarian organization, by providing health care and immunizations, safe water and sanitation, nutrition, education, emergency relief and more.
UNICEF USA advances the global mission of UNICEF by rallying the American public to support the world's most vulnerable children. Together, we are working toward a world that upholds the rights of all children and helps every child thrive. For more information, visit www.unicefusa.org.
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