The dust has finally settled at UNICEF after the royal media frenzy. The day was a resounding success. The Duke and Duchess of Cambridge had said they wanted to put the world’s spotlight back on the East Africa Crisis, and their visit to UNICEF’s emergency supply warehouse in Copenhagen has done just that.
The British and Danish Royal Couples tour the UNICEF emergency warehouse
© UNICEF 2011/Jan Grarup
As soon as the plan for royal visit was announced to the press, the UNICEF UK media team had to coordinate with journalists from all over the world, from Germany to Australia, everyone eager to experience the royal couple's first joint humanitarian mission. By the end of the week over a hundred journalists had been accredited.
While half of our media team travelled to Copenhagen to manage journalists, photographers and camera crews, we were able to see our hard work paying off. Both BBC and Sky News channels covered the event throughout the afternoon, showing the life-saving supplies that UNICEF delivers every day. The day ended with a fantastic interview with the couple who were clearly impressed with UNICEF’s work. “An incredible amount is being done,” said Prince William. “UNICEF is leading the way and doing a fantastic job, but sadly there’s lots more still to do, and that’s why we’re here today.”
Front cover of Hello! from 14th November 2011
The measure of the trip’s success was evident on the front pages of the Daily Express, Daily Telegraph and Hello! magazine. Pictures of the Duke and Duchess packing UNICEF aid boxes also featured across major US websites including ABC News, CBS, and the Huffington Post.
One of the greatest triumphs was how the focus of the trip was never forgotten throughout the media coverage it generated. An occasion as high profile as this was always going to create new stories, and the Duchess’ choice of coat produced much analysis. Yet wherever these stories appeared the UNICEF brand and the work it does was never far behind.
As the news agenda kept rolling so did the East Africa Appeal – in total over 1,500 pieces of media coverage highlighted the 6.3 million children in crisis and the help they need in the face of the worst drought in decades.
It took a few weeks of planning and only two hours of walking but the public focus on East Africa will hopefully continue thanks to the hard work of UNICEF and the support of the royal couple.