Orange Box Revival

This Halloween UNICEF Canada is bringing back the beloved orange box—only this time it’s a limited-edition Kotn tee with a built-in QR code so donations are as easy as a tap. In our quick Q&A, a UNICEF Canada spokesperson explains why nostalgia, neighbourly generosity, and modern tech make the perfect trick-or-treat combo—and how one little scan can turn candy night into a night of impact. —Noa Nichol

The orange UNICEF box is pure Canadian nostalgia — what inspired UNICEF to revive this tradition now, and why is Halloween such a powerful moment for giving?

Generations of trick-or-treaters across Canada learned about compassion and community by collecting coins for UNICEF at Halloween to help the world’s children. This campaign is harnessing the power of nostalgia and impact to remind those generations (from Gen X through to Millenials) about the impact they can make today, and empower then to share the tradition with their own little trick-or-treaters. This is a limited-edition release,  so don’t wait. Grab yours today at www.unicefhalloween.ca  before they’re gone! 

Tell us about the Kotn collaboration — how did the idea of a limited-edition t-shirt with an embedded QR code come together, and why was Kotn the right partner?

We are excited to bring back the iconic orange box which is beloved by Canadians, in a new and modern way, turning nostalgia into tangible impact at every candy stop on Halloween. Kotn was the ideal partner to help us reimagine that vision as they share our belief in thoughtful design and social impact.

The built-in QR code modernizes the ritual. Walk us through how it works on the ground and online — and how you expect it to change donation behaviour during trick-or-treating.

The concept is creative, simple, and designed for the digital age. It’s also ideal for the many Gen Xers and Millennial parents who grew up carrying orange UNICEF boxes on Halloween and want to pass this tradition onto their little ones. We want to revive our country’s tradition of Halloween giving and ensure UNICEF is top of mind when Canadians are thinking about making their donation. 

Anyone who scans the QR code on the t-shirt from their phone will be taken to a special Halloween landing page where they can make a donation to UNICEF. Canadians who may be short on time can always donate at our website, unicef.ca.   

UNICEF faces urgent global needs right now. How will proceeds from the t-shirt specifically be used, and can you give an example of a child-level impact a Canadian donation can achieve?

UNICEF is the world’s farthest reaching children’s organization, helping to save more children’s lives than any other humanitarian organization. But thanks to the global funding shortfall, climate change, conflicts and other crises, the humanitarian need for children has never been greater. It’s estimated that 213 million children worldwide are in need of assistance in 2025 alone. Proceeds from each t-shirt will go towards UNICEF’s core programming in areas like nutrition, safe water, education and healthcare.  

Canadian donations to UNICEF can have a huge impact for children. We are one of few organizations that provide support before, during and long after a crisis. One of the areas where UNICEF is a leader is nutrition. UNICEF is the world’s leader in providing Ready-to-Use Therapeutic Food (RUTF) which is the most powerful tool to treat malnutrition.

We provide nearly 80% of the world’s therapeutic food that ends up in the hands and mouths of children in the world’s worst crisis-hit areas. Three packets a day can help an undernourished child gain up to two pounds in one week.

UNICEF also creates sustainable programs to screen and treat children with malnutrition and providing mothers with the skills and knowledge to help their children recover.    

Schools and volunteers powered the original orange box. What role do you want Canadian classrooms, PTAs and community groups to play in this revival — and how can they get involved?

We love the support we get from young people and classrooms across Canada, and we hope this campaign inspires even more to join our cause. We continue to receive the most heartwarming letters from children across Canada about why they choose to help other children around the world. 

We have a number of programs that educate and engage Canadian youth and help them fundraise to make a difference for children around the world. Our Schools for UNICEF fundraising program empowers schools to fundraise at Halloween or any time during the school year. The UNICEF Canada Campus Clubs are student-led groups at high schools, universities and colleges who work within their school communities to educate, advocate and fundraise for UNICEF. The UNICEF Youth Advocacy Program is for youth ages 13-24 who apply for our 10-month online program that helps them learn skills and knowledge to become powerful advocates and activists in Canada.  

Measuring success matters. What are the campaign goals (fundraising, reach, youth engagement), and how will you track and report on outcomes?

Our goal is simple: to sell out our limited supply with Canadian clothing brand Kotn and raise awareness and funds for UNICEF. Funds raised through this uniquely Canadian campaign will support UNICEF’s lifesaving programs for children around the world through nutrition, safe water, education and healthcare. We also hope it kickstarts conversations in media and online, especially for parents who remember carrying their boxes on Halloween night. 

While we plan to track total funds raised, we also have a keen eye on the response in earned media, reactions and engagement on our website and social channels, and the feedback we receive from donors. 

More information on our overall impact can be found in our annual Impact Report. 

Sustainability and ethics are front of mind for shoppers. Can you speak to the t-shirt’s materials, production footprint and how this launch aligns with UNICEF’s values?

We partnered with Kotn because they do things the right way: thoughtfully and responsibly. The t-shirt is made from ethically sourced Egyptian cotton through a transparent, fair-trade supply chain that supports local farmers and communities. It’s a collaboration that reflects the same care and commitment UNICEF brings to its work for children around the world. 

Many families now trick-or-treat with small kids, seniors, or across multi-generational households. How are you ensuring the campaign is inclusive and accessible to diverse communities across Canada?

This campaign is ultimately about connection, something everyone can share, from kids to grandparents and families of all kinds. By reviving the orange box as a t-shirt with a QR code, we’ve made giving easy and accessible for families and communities across Canada. It’s a small but significant way to bring people together around a tradition that makes a difference whether they’re trick-or-treating, handing out candy, or celebrating in their own way. This spirit of inclusion drives all of work to impact children globally, regardless of where they come from. 

Nostalgia is emotional — how are you using storytelling to connect donors to the real children and programs their donations support? Any standout stories you can share?

Storytelling through nostalgia and lived, memorable experiences, is truly at the heart of this campaign. We’re taking a primarily earned- and owned-first approach, with selective paid amplification closer to Halloween and through a partnership with Buzzfeed Canada. The program includes national media outreach and interviews with UNICEF Canada executives and is supported by stunning creative assets across UNICEF Canada’s digital channels. 

We have partnered with Public Inc. on the campaign, a North American social impact creative agency (based in Toronto) that conceptualized and executed the campaign’s creative and are helping to drive awareness.  We hope consumers will post stories and share their experiences of putting the scaring back into scaring this year. 

If the campaign is a hit, could this spark other modern takes on UNICEF’s classic fundraising traditions? What’s the long-term vision for keeping Halloween a night of both treats and tangible impact?

Our goal is to make giving on Halloween part of Canadian culture again. If this campaign inspires new ways to do that? Even better. The orange box has always been about community and compassion, and this new chapter reflects how UNICEF continues to evolve to meet people where they are. Whether through digital giving, creative collaborations, or small acts of kindness, we’re finding fresh ways to help Canadians keep the spirit of giving alive, on Halloween and every day.