closeUnicef will also turn off with the help of everyone the giant screen of the Plaza del Callao

The organization invites, with the collaboration of Callao City Lights, to all the people who come to this emblematic space in Madrid today and tomorrow (25 March) 'turn off' the giant digital screen by sending SMS, that will serve as a donation until it 'goes black' completely.

As part of the campaign #closeUnicef, that the organization has launched with the help of JWT, from today, 24 and see you tomorrow, day 25, people who go to Madrid's Plaza del Callao can contribute to causing a small 'blackout' in the area, mainly on digital screens, thanks to the collaboration with Callao City Lights.

For each SMS that is sent to the phone number that will appear on the giant screen that the Callao Cinemas have in this square, A donation will be made to UNICEF, while this great visual support will gradually fade. The more messages that are sent, the sooner the screen will be 'go black' completely.

The action that will be initiated from the 18:00H, promoted by Unicef with the collaboration of Callao City Lights, Be part of the #cierraUnicef, devised by J. Walter Thompson, that the organization has put in place in order to achieve a, once and for all, with the hardships that millions of children suffer around the world and thus make their work no longer necessary: "Making a dream come true", after more than seventy years of activity.

An action in which Callao City Lights, company that manages the outdoor screens of the Callao Cinemas, wanted to collaborate by making its main large-format screen available to Unicef, located in this central square of Madrid.

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