Nhu nguyen

Campaign Overview
In the past decade, rates of obesity and overweight among children aged 5–19 have nearly tripled across East Asia and the Pacific. In response, UNICEF adopted a social and behavior change communication (SBCC) approach to empower children and adolescents to make informed dietary choices and increase demand for healthier food and beverage options.

To address this growing concern, the UNICEF East Asia and Pacific Regional Office (EAPRO) launched the “Healthy Food, Good Mood” campaign—leveraging the power of social media and youth-centered storytelling to promote nutritious lifestyles.

My Approach
I led the influencer and engagement strategy for the campaign, with a focus on transforming UNICEF’s collaboration with digital creators to be more dynamic, inclusive, and impactful. My approach was centered on three key pillars:

• Influencer Diversification & Creative Formats
  I conducted audience and platform analyses to identify and engage a broader spectrum of influencers across TikTok, Instagram, and YouTube. I expanded content formats to include interactive Q&As, short-form videos, and livestreamed sessions tailored to youth behaviors and preferences.
• Virtual Campaign Launch During COVID-19
  I designed and hosted a highly engaging virtual launch event during the pandemic, which successfully brought together influencers, UNICEF experts, and youth participants to co-create momentum and visibility for the campaign.
• Educational Toolkit Development
  I developed a youth-friendly communication toolkit available in two formats: a set of physical flashcards and an interactive digital hub—both designed to make healthy eating messages memorable and actionable for young audiences.

Project Phases & Deliverables
I led end-to-end planning and execution of the campaign from June 2020 to October 2021, structured across four strategic phases:

• Phase 1 – Research & Insight Mapping: Conducted market analysis, focus groups, and stakeholder interviews to identify behavior drivers and content gaps.
• Phase 2 – Campaign Initiation: Built a regional influencer network, defined partnership models, and rolled out the “kick-off” launch event alongside a multi-platform content series.
• Phase 3 – Evaluation & Learning: Led a comprehensive review to assess reach, engagement, and learning opportunities across the region.
• Phase 4 – Sustainability Planning: Produced a forward-looking Campaign Guideline to inform future efforts and scale success across other UNICEF country offices.