UNICEF, Cartoon Network partner for annual trick-or-treat

 US: Cartoon Network will join UNICEF (United Nations Children's Fund) later this year as the official television network partner for the global organisation's renowned annual Trick-or-Treat fundraising campaign.

Capitalising on its brand strength and animation resources, the kids' television channel will serve as the UNICEF advocate to cable affiliates around the US offering on-air and off-channel media support along with special tools designed to create customised UNICEF programmes for Halloween celebrations in local markets in the US.

According to an official release, Turner Network Television (TNT) has been the sponsoring partner for the last four years. Participating US cable operators will be able to select from a variety of materials to help encourage children and parents within any community to participate in this time-honoured family tradition of giving. Additionally, Cartoon Network will provide on-air and online media support for the campaign.

Johnny Bravo, Dexter and Ed, Edd n Eddy are some toonsters who will encourage kids and their parents to join in the cause-and the fun-of making Halloween both enjoyable and worthwhile. After four successful years with TNT, educating and encouraging involvement from parents it was decided that the toon channel could build on this foundation through its powerful, direct link to kids themselves, says the release.

By partnering with its cable affiliate partners in local markets around the country, Turner is hoping to generate record participation that will result in tangible benefits for children in need overseas.

Detailed components of Cartoon Network's outreach as the Official Television Network for Trick-or-Treat for UNICEF include:

Cable Affiliate Partnerships - Cartoon Network and its participating cable affiliates will pool resources to ensure that Trick-or-Treat for UNICEF's message is delivered on a local level. The network is providing a variety of customisable image spots/PSAs along with customisable ad slicks, localised press releases, UNICEF posters, on-hold message scripts, customer service rep one-sheets, information about how to order orange donation boxes and a list of USA Fund for UNICEF regional offices.

Cartoon Network will launch its inaugural campaign effort with custom interstitials integrating Cartoon Network's original characters in support of Trick-or-Treat for UNICEF. Telecasting from 1 October - 5 November the generic spots will run repeatedly in cross channel inventory on Cartoon Network as well as the Turner family of networks including TBS Superstation, TNT and Turner South. Additional 30-second spots to run from 1 to 27 October will be offered in customised versions to participating cable affiliates noting where viewers can make donations or pick up orange collection boxes. Other available spots feature opportunities to mention local sponsors through taggable endings.

CartoonNetwork.com will create a unique page to educate users about the Trick-or-Treat for UNICEF program, encourage participation and provide a direct link to the UNICEF Web site. In addition, CartoonNetwork.com will promote its Trick-or-Treat for UNICEF initiative by debuting an online "Trick-or-Treat" game starring multiple Cartoon Network characters.

Finally, Cartoon Orbit, the network's acclaimed online digital trading community, will present exclusive original C-Toons (digital trading cards) each week of the UNICEF campaign (1 October - 5 November) for Orbiters to collect and trade. All online elements serve to drive participation with the Trick-or-Treat for UNICEF campaign. Cartoon Network also will work hand-in-hand with Trick-or-Treat for UNICEF to enhance its own scheduled "kick-off" and "wrap-up" events in select markets around the country. The network will provide costume character appearances and donate an assortment of Cartoon Network premiums, the release states.

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