UNICEF Uses Video and Digital Asset Management to Promote Global Humanitarian Aid

Project Summary

UNICEF uses WidenWeb-based Digital Asset Management to support its global digital archive and distribution system called “WeShare”. The UNICEF WeShare DAM system supports over 600 users in nearly 200 countries across 20 different roles with multiple levels of administration, supporting thousands of video, audio, branding and publications assets. WeShare provides searchable access to nearly 8,000 digital assets, including over 6,000 video assets. UNICEF provides video coverage of issues and events affecting children and women, including emergencies like the Haiti earthquake and current Pakistan flooding. These assets are shared with partners and across multiple regions and organizational divisions using the WeShare system to communicate UNICEF’s positions, raise awareness of issues and support international fundraising efforts.

UNICEF was founded by the United Nations in 1946 to help save, protect and improve the lives of children through immunization, education, healthcare, nutrition, clean water and sanitation. It delivers those services and material resources on a regular basis, and responds to emergencies throughout the world.

The UNICEF Web site atUNICEF.org is the primary channel for conveying information about activities in which the organization is involved. With field offices, regional offices and fundraising operations in 190 countries, UNICEF has deployed an enterprise Web content management (WCM) system that allows distributed editing and publishing of content, and localization of field office Web sites. Along with posting videos on YouTube, Facebook, and other social media channels, the organization reaches an audience of several million people each month. UNICEF also distributes assets on a regular basis to traditional broadcasters around the world.

As rich media, particularly video, became more prevalent, UNICEF also saw a need for a DAM system that could help staff members deal more effectively with the increasing number of digital assets. As UNICEF deploys professional journalists and photographers into places where children are affected by crisis and serious ongoing challenges, video is the highest resolution format for quickly telling complex stories and effectively feeding into news cycles. Widen’sWeb-based DAM allows UNICEF to store, retrieve and globally distribute the files quickly and easily. “WeShare” provides the platform for UNICEF to share these assets globally and between organizational divisions.

UNICEF started out with a pilot project to introduce the Widen Digital andVideo Asset Management product to a small group of beta testers, which allowed for UNICEF to fine tune the system while ensuring early adoption and a sense of ownership by key stakeholders. The forward thinking and leadership in getting stakeholder buy-in and organizational adoption one phase at a time helped make the UNICEF Digital Asset Management initiative a success on a global scale.

The software-as-a-service (SaaS) delivery model of Widen’s DAM platform removed the burden of installing and maintaining the software, plus the Widen’s long history of high-quality service helped UNICEF make sure their DAM deployment would be successful at every level.

Early adopters demonstrated the ability to quickly find the video clips they needed, along with scripts and shot lists. They were able to send those files directly to a journalist or news organization for review. UNICEF offices and partners can have access to up-to-date branding assets, as well as print publications files for localization, printing or electronic distribution. The success of the pilot program carried forth the global user adoption of the WeShare digital asset management system powered by Widen.

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