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 unicefusa.org.
It’s a tradition dating all the way back to 1948: UNICEF’s “little orange box” that encourages children to raise funds for other kids in need every year on Halloween.
It all started when Presbyterian minister Clyde Allison and schoolteacher Mary Emma Allison looked at the kids in their Philadelphia neighborhood and wondered how they could turn trick-or-treating into something even better.
They began asking kids to collect old-but-repairable shoe donations, in addition to their candy haul.
Two years later, in 1950, they decided to pivot their efforts to collecting coins, which were then given to UNICEF as a donation. The first year participants raised $17, and Trick-Or-Treat for UNICEF was born.
Now in 2025, as UNICEF celebrates the 75th anniversary of the fundraiser, donations have totaled nearly $200 million.
According to the nonprofit, which provides children with lifesaving interventions in more than 190 countries and territories, it’s the longest-running youth engagement campaign in the United States.
“As we celebrate this landmark anniversary, we’re reminded that the youngest voices often inspire the greatest change,” UNICEF USA president and CEO Michael J. Nyenhuis said in a statement.
“With each donation, Trick-or-Treat for UNICEF supports a global lifeline — one that responds to emergencies within hours and builds healthier futures for children worldwide.”
Over the years, countless beloved icons have backed the fundraiser, ranging from Presidents John F. Kennedy and Lyndon B. Johnson to Lassie and Kermit the Frog.
In 1965, the organization even won the Nobel Peace Prize, cementing Trick-or-Treat for UNICEF’s “little orange box” as a symbol of philanthropy.
This year, the beloved “Queen of Halloween,” Heidi Klum, is once again helping the nonprofit celebrate in style, with a playful public service announcement and ambassadorship of the fundraiser.
“Halloween is all about fun and imagination and what’s more powerful than turning that fun into impact?” Klum said in a statement.
“I’ve collaborated with UNICEF for nearly 15 years and have watched this campaign inspire generations of changemakers. I’m honored to celebrate its 75th anniversary with the kids of all ages around the world.”
In her PSA, Klum taps into her signature “Project Runway” glam.
“Timeless. Legendary. Charitable. For Halloween, there’s nothing more iconic than the UNICEF trick-or-treat box,” Klum says, holding up a bedazzled version of the little orange box.
“Look good, do good, and feel even better. Because giving back is always in fashion.”
While the impact has been pivotal in UNICEF’s work to support children globally, the nonprofit’s work is far from over. That means the fundraiser continues, with little orange boxes available to order online starting today, October 1.
“People of all ages can participate by collecting donations with the signature orange box, starting an online fundraiser, or sharing more about the initiative with their communities,” a press release from the organization states.
“Funds raised help UNICEF deliver critical services like safe water, education, emergency relief, and vaccines to children, especially in times of crisis.”
To learn more or order free boxes, visit trickortreatforunicef.org.
Header image courtesy of UNICEF USA
Negativity is everywhere — but you can choose a different story.
The Goodnewspaper brings a monthly dose of hope,
delivered straight to your door. Your first issue is free (just $1 shipping).
