In some areas less than 50% of humanitarian aid reaches the people it was intended for. Either it's stolen or sometimes even destroyed in war areas like in Gaza, Yemen or Ukraine. They're marking everything at this point so it's easily distinguishable as a charity item and impossible to resell or easily distinguished in videos where it's being destroyed. It's easy to prove someone is destroying humanitarian help for kids when you can prove it was backpacks from UNICEF not just random ones.