GivingTales - the Celebrity storytelling app for UNICEF


The GivingTales project was born out of a conversation in 2013 between the GivingTales Chairman Klaus Lovgreen and Christian Moore, son of Sir Roger Moore. Both are entrepreneurs and were discussing innovative ways of helping disadvantaged children and raising donations for UNICEF.

Both have interests in mobile technology and together with Jacob Møller, CEO of Kiloo Games (developer of mobile game global hit Subway Surfer), they established GivingTales Kft, a Budapest based mobile app studio to develop concepts for their project.

Sir Roger Moore’s objective for GivingTales was simple; raise funds for UNICEF with an app which would be charming and elegant and which children and their parents would value and enjoy.
The ‘GivingTales’ celebrity storytelling app was developed by Sir Roger Moore and Partners to raise funds for UNICEF.

The voice talent of iconic British Film and Television celebrities including Sir Michael Caine, Joanna Lumley and Ewan McGregor narrate Hans Christian Andersen stories in the GivingTales app, bringing these classic and well-loved fairy tales to a new generation of children.

Proelios was appointed by Sir Roger Moore and Partners in 2016 to bring this evergreen storytelling content to a wider market to deliver greater reach and awareness of UNICEF’s activities.


Proelios's main focus was to look at markets/industries which enabled customers, and especially children, to freely engage with family friendly digital content. Whilst GivingTales is a storytelling app with wonderful artworks and narration, the design and animation of the stories enabled them to be adapted as a movie, opening other channels in addition to mobile.

Therefore to maximise viewership opportunities and engagement, Proelios identified and brokered deals with global airlines and hotel chains. GivingTales was then re-designed as a complete digital package which included a movie version, app and audio series enabling passengers and guests to enjoy the unique and wonderful experience which is GivingTales and generating donations for UNICEF.


GivingTales was nominated in the Best Interactive Entertainment Mobile Strategy/Campaign and Best News/Media/Publishing Mobile Strategy/Campaign for The Drum MOMA 2016 awards.
GivingTales was installed on global airlines from January 2017 and has already surpassed 200,000+ views as of February 2017.
The app is now being developed for the North American and Chinese markets, using leading local Film & Television celebrities, and is planned for Denmark, France, India and Middle Eastern markets for 2017.
GivingTales was featured as #1 Christmas Story app on iOS with a front page position for the week leading up to Christmas 2015.
The GivingTales app designed to be continually updated with DLC such as new stories and features (including mini-games), utilising techniques used in mobile gaming to enhance user experience and app retention.
GivingTales narrators include: Sir Michael Caine CBE, Dame Joan Collins DBE, Stephen Fry, Joanna Lumley OBE, Ewan McGregor OBE, Paul McKenna, Sir Roger Moore KBE, Charlotte Rampling OBE and David Walliams.
View GivingTales - the Celebrity storytelling app for UNICEF on the App Store. View GivingTales - the Celebrity storytelling app for UNICEF on Google Play.
Figures accurate as of February 2017