UNICEF's Magic Box is a platform which allows data holding companies/organizations to provide real-time, anonymized and aggregated data facilitated by an API. The purpose of this data collaborative is to combine publicly available data and private sector data to better understand human movement during a time of crisis resulting from natural disaster. "By harnessing real-time data generated by the private sector, UNICEF can gain critical insights into the needs of vulnerable populations, and make more informed decisions about how to invest its resources to respond to disaster, epidemics and other challenges. The Magic Box creates a provocation to industry, a platform for engagement and a product that can change the way UNICEF works in emergencies like Zika or Ebola."