This Halloween, more than the screams and scares of this holiday, UNICEF also makes this day an opportunity to help other less privileged children of the world and save them from the real life horrors that made their lives unpleasant. This year, children and parents can now join to make Trick or Treat for UNICEF. 

How Trick or Treat for UNICEF began 

In 1950, a Pennsylvania minister, the Reverend Clyde Allison, and his wife Mary Emma were handing out treats to an endless parade of trick-or-treaters. The spectacle triggered conflicting emotions in the couple. Mary Emma turned to her husband and said: “It’s too bad we can’t turn this into something good.” Clyde replied: “We can.” 

Eventually, Allison’s children, friends, and fellow congregation members began going door-to-door, collecting coins for UNICEF in hand-painted milk cartons. Trick-or-Treat for UNICEF was born. 

The activity was a hit — a big one. The Allisons joined forces with UNICEF USA staff to spread the word about this important new campaign. School groups, police and fire departments, and service organizations worked together to ensure that collection efforts covered entire towns. Celebrities and the media did a lot to boost the program’s growth, too. 

By 1960, Trick-or-Treat for UNICEF activities had spread far beyond U.S. borders to a diverse group of countries including Canada, France, Haiti, Iceland, Japan, and Spain. In 1961, President John F. Kennedy noted: “UNICEF has caught the imagination of our people, especially our nation’s children whose Halloween collections have become a symbol of concern and an expression of tangible aid.” And in 1967, President Lyndon B. Johnson signed a proclamation designating Halloween as National UNICEF Day.  

How to join
1. Children and parents can join Trick or Treat for UNICEF by getting their free TOT4UNICEF kits at the UNICEF booths at the lower ground floor of SM Megamall Building A near Toy Kingdom until October 27 or until supplies last.  Schools can register to participate as well. To find out how to register, visit or call 758-1000.

2. Fill out the forms and register your child and get the free Trick or Treat for UNICEF Kits. Only parents and legal guardians can register their children for the free kit. One kit per child only!

3. UNICEF staff and volunteers will brief children and their parents on how to Trick or Treat for UNICEF and how to turn in their donations.

4. Once they have their kits, children may do their “Trick or Treating” anywhere, anytime they want.

5. Everyone is encouraged to count their donations and provide the total amount before they turn it in. Please bring all the filled-up forms and the actual box during the turn-over period.  Donations and filled-up forms can be turned in at the UNICEF Trick or Treat booths in Mega Atrium, SM Megamall and The Podium lobby from November 2 to 4. 

6. Donations may be in cash, check, or credit card. If by check, please make it payable to UNICEF

7. Donations can also be turned in through any SM Bill Payment Counter at SM Department Stores, through bank deposits at Metrobank UNICEF C/A 066-706631209-3 or any Bayad Center Outlets. 

8. For donations turned in via SM Bill Payment counters, bank deposits and Bayad Center payments, fax the filled-up donation form together with the payment and/or deposit receipt to 9010195 or 729-4529 or send a scanned copy of the payment receipt and donation form to

9. Donations of P1,000 or more within Metro Manila are eligible for pick-up.  Please coordinate with us at 758-1000 or 758-1442 to make arrangements.  

10. All kids who turn in their donations will receive a certificate of recognition and a special gift from UNICEF via postage mail by November. 

11. Trick or Treat for UNICEF Kit supplies are limited so hurry and register early! 

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