Calling all kid superheroes for Trick-or-Treat for UNICEF

To celebrate October as National Children’s Month, UNICEF kicks off Trick-or-Treat Year 2 in a big way by making it nationwide!

The Trick-or-Treat for UNICEF Superheroes campaign brings special meaning to Halloween by giving children an opportunity to learn the value of helping other children in need. Instead of asking for candies and treats, children can collect money in a special Trick-or-Treat for UNICEF box. This year's Trick-or-Treat focuses on children affected by the conflict in Zamboanga. The funds raised will help them go back to school, give them access to safe drinking water and sanitation facilities, and ensure their good health and nutritional status.

"UNICEF relies entirely on voluntary donations to fund its work for children in the Philippines and worldwide. With Toy Kingdom's support, we hope to raise more funds and awareness on how children can help other children in Zamboanga through Trick-or-Treat for UNICEF. The situation in Zamboanga profoundly affected a large number of children so every contribution counts and everyone can do something to help," said UNICEF Philippines Country Representative Tomoo Hozumi.

The grand launch party held in the SM Megamall Event Center on October 5 featured fun games, superhero appearances and a special performance by UNICEF National Ambassador Gary Valenciano.

Dubbed as the original Kids Helping Kids® campaign, Trick-or-Treat for UNICEF is celebrated by many children and families around the world and has since raised more than US$167 million to help children in need globally. Launched in the Philippines last year, the program raised over PhP400,000 and distributed over 4,000 donation kits in malls and participating schools.

Register for your free Trick-or-Treat for UNICEF donation kits at all Toy Kingdom branches nationwide from October 1 to 31 or until supplies last. All donations can be turned over to any SM Bill Payment counter (SM Department Store, SM Supermarket, SM Hypermarket, and Savemore) nationwide. Children and families who turn in their donations before November 30 will receive a certificate of appreciation and surprise gift via mail!

Trick-or-Treat for UNICEF 2013 is made possible through Toy Kingdom, SM Megamall, SM Supermalls, SM Cares, Philippine Star, Summit Media, MagnaVision, Media Pool, Sumo Sam and Krispy Kreme. Participating Toy Kingdom branches include SM Aura, SM Bacolod, SM Bacoor, SM Baguio, SM Batangas, SM Cagayan de Oro, SM Cebu, SM Davao, SM Fairview, SM General Santos, SM Lanang, SM Iloilo, SM Lucena, SM Makati, SM Marilao, SM Megamall, SM Mall of Asia, SM Pampanga, SM North Edsa, The Podium, SM Southmall, V-Mall and Lucky Chinatown Mall.

About Trick-or-Treat for UNICEF

The tradition of Trick-or-Treat for UNICEF began in 1950 in the United States, when Philadelphia schoolchildren first went door-to-door at Halloween collecting money in decorated milk cartons to help children in need around the world.

They raised a grand total of US$17, kicking off a campaign that has since brought in millions of dollars each year to help UNICEF provide medicine, better nutrition, safe water, education, emergency relief and other support to children in more than 150 countries.

Millions of children now participate in Halloween-related fundraising campaigns in the United States, Canada and Hong Kong, China, among other places. In these campaigns, children go far beyond trick or treating in scary costumes with the familiar orange UNICEF collection boxes in hand. Children and young people take part in various fun and educational events that help them gain a better understanding of child rights and the challenges facing children around the world – including poverty, killer diseases and armed conflict.

This global campaign, now in the Philippines, has raised more than US$167 million around the world and remains an inspiration to the young (and the young at heart) to further the cause of children everywhere.