Once Upon Our Time: Using Storytelling to Drive Fundraising and Engagement
Once Upon Our Time was conceived as a one-night fundraising event for UNICEF UK, with a dual ambition to deliver strong financial results while creating a deeper, more human connection to the organisation’s work with children living in conflict zones.
The challenge
UNICEF UK wanted to create a fundraising event that moved beyond traditional formats.
The challenge was to:
Deliver a single-night event with strong income performance
Engage high-value audiences emotionally, without veering into sentimentality
Translate complex, distressing realities into an experience that was accessible and respectful
Ensure the event felt distinctive, credible, and aligned with UNICEF UK’s values
The approach
At the heart of the event was UNICEF UK’s mission to protect and support children affected by war and displacement.
The team and I developed a concept that used the familiar structure of children’s stories to present a powerful, human perspective: a day in the life of a child, from morning through to night.
My role was to hold the emotional integrity of the work - ensuring the experience was immersive and moving, while remaining respectful, purposeful, and grounded in the organisation’s mission.
The solution
The event was brought together by the UUK creative team who delivered it as a fully immersive, one-night experience, with the story brought to life through multiple layers, including:
Audio narration
Film and moving image
Photography and illustration
Large-scale 3D video mapping within an immersive environment
The experience culminated in a final moment: audio recordings of children describing their dreams at night - dreams of safety, peace, and a future beyond conflict. This reframed the audience’s understanding of childhood and created a strong emotional connection to UNICEF UK’s work.
The impact
Fundraising revenue exceeded target by 18.5%
Delivered a powerful, emotionally resonant experience for donors
Positioned UNICEF UK as an organisation that delivers innovative, creative fundraising events
The event demonstrated that emotionally intelligent storytelling can drive both impact and income when handled with care.
Solutions & Results
Working together
I work through consultancy and business coaching, supporting organisations to develop events that balance emotional impact, clarity of purpose, and financial outcomes.
If you’re considering a fundraising or engagement-led event - and want support shaping narrative, experience design, and delivery - you’re welcome to book a discovery call.