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UNICEF is a UN programme providing humanitarian aid to children and mothers at social risk in developing countries. The programme works in cooperative partnerships with national governments. UNICEF understands that keeping children in education is essential in keeping them off the streets. A campaign was designed to drive support for Chilean projects that educate children, working under the idea that a child who is well taught can become a great teacher. The ads were published in ‘El Día’, a major Chilean newspaper.