Press Release

UNICEF USA Launches Trick-or-Treat for UNICEF QR Code Across the United States to Deliver Impact for Children Globally

 By modernizing the campaign for an increasingly digital world, the emphasis is shifting from a kids-helping-kids program to one that encourages people of all ages to make a difference this Halloween.

NEW YORK (September 27, 2022) – UNICEF USA announces the launch of the new, digital Trick-or-Treat for UNICEF experience, bringing the tradition firmly into the 21st century. A QR code will launch across the United States in early October and will be available for download and use throughout the month.

“Trick-or-Treat for UNICEF has been a decades-long tradition for millions of Americans, myself included. This year, we are thrilled to announce an entirely digital experience which encourages participants of all ages to ‘add some meaning to their Halloween-ing’ and raise critical funds for children around the world,” said Michael J. Nyenhuis, President and CEO of UNICEF USA. “As the world faces multiple emergencies, from the war in Ukraine to the malnutrition crisis in the Horn of Africa, we hope to inspire a generation of changemakers, in pursuit of more equitable world for every child.”

Over nearly eight decades, the United Nations Children’s Fund (UNICEF) has built an unprecedented global support system for the world’s children. In 1950, Trick-or-Treat for UNICEF was incepted to help children affected by World War II. From collecting loose change in hand-painted orange milk cartons to distribute powdered milk to hungry children in post-World War II Europe, to the iconic little orange boxes, to a brand-new, modern and simple to use QR code, the Trick-or-Treat campaign has evolved to a rapidly changing world. The move from the iconic little orange boxes to a QR code is a way to reimagine the campaign for an increasingly digital world.

As the longest-running youth engagement campaign in the United States, Trick-or-Treat for UNICEF has raised more than $195 million to date: funding UNICEF and its work to prevent childhood diseases, building schools and wells, delivering humanitarian aid to children and adolescents affected by war, natural disasters and other emergencies. Donations to the Trick-or-Treat campaign will aid UNICEF in assisting families where they need it most; from in and around Ukraine, to providing therapeutic food and water in drought-stricken Eastern Africa, to helping families survive harsh winters and to delivering emergency relief to children globally.

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The United Nations Children’s Fund (UNICEF) works in more than 190 countries and territories to pursue a more equitable world for every child. UNICEF has helped save more children’s lives than any other humanitarian organization, by providing health care and immunizations, safe water and sanitation, nutrition, education, emergency relief and more.

UNICEF USA advances the global mission of UNICEF by rallying the American public to support the world’s most vulnerable children. Together, we are working toward a world that upholds the rights of all children and helps every child thrive. For more information, visit


For more information please contact:
Nina Marie Costa, UNICEF USA, (212) 922-2581,