Mary Emma Allison

As the post-WWII collections effort was winding down, Allison attended a children's costume parade in late 1949 and followed the children and a cow into Wanamaker's department store in Center City, Philadelphia.^[3] While in the store she saw a booth raising funds for UNICEF.^[4]

Together with her husband, Allison conceived of a program in which children would collect funds for UNICEF as part of their Halloween trick-or-treating. Her husband publicized the program in a magazine he edited that went to Sunday school teachers before Halloween 1950 suggesting that children collect money in empty milk cartons to help raise money to pay for powdered milk to be sent overseas and their children collected $17 that first year.^[5] The U.S. Fund for UNICEF took over the program on a formal basis starting in 1953, with children collecting money door-to-door in orange boxes designed for that purpose.^[2] By the time of Allison's death, the program had raised $160 million to benefit children in need.^[1]

A resident of Lowell, Indiana, Allison died at her home there, aged 93, on October 27, 2010, days before the 60th anniversary of the fundraising program. She was survived by a son, two daughters, four grandchildren and four great-grandchildren.^[1]