Over the last 50 years, UNICEF and its partners have helped reduce the worldwide child mortality rate by more than half. Four years ago, 25,500 children died every day from preventable causes. Today that number is 22,000 - UNICEF believes that number should be zero. Mediability was hired in 2010 to develop a national holiday radio plan in key markets UNICEF is located in to build awareness for their Believe In Zero campaign. This campaign will grow in 2011 with the use of several mediums in specific test markets Mediability will research and manage.