Initiative masterminds global free campaign for charity
Initiative is partnering with some of the world’s largest media owners to run the campaign and help raise $1 million to help young people around the world.
Media communications company Initiative has masterminded the world’s largest free advertising campaign to help promote a better world for children and is seeking to help raise $1 million in the process.
Rather than spend money on holiday cards, Initiative is bringing together its network strength and expertise to produce a gobal campaign – from conception to media placement – to drive awareness of the important work being undertaken by international charity and education partner, Free The Children.
Initiative will be running the campaign in over 70 markets around the world, without spending any money on media or creative. In order to do this, Initiative is partnering with some of the world’s largest media owners around the world to run the campaign on TV, radio, online, email, outdoor and in newspapers and magazines. Last year, through the generosity of its media partners, Initiative managed to increase average donations to the Juvenile Diabetes Research Foundation by 300 per cent, through its first ever free advertising campaign for a charity.
Free The Children is the world’s largest network of children helping children through education, with more than one million young people involved in programs in 45 countries around the world. Its mission is to free children from poverty and exploitation, and its signature event is “We Day”, which brings together entertainers, social justice leaders, and student leaders to help create positive change.
Initiative’s campaign for the charity has been produced by Puerto Rican creative agency Sajo Garcia Alcazar, part of the Initiative network, and will run from December 26, 2011 to January 31, 2012. The campaign’s creative, which is focused on changing the status of young people living in developing communities, drives people to Free The Children’s “We Day” Facebook page, encouraging them to ‘like’ it. For every ‘like’, Free The Children’s partners are donating one US dollar. Initiative is looking to help the organisation surpass its goal of raising $1m, and in so doing creating the world record for the largest number of likes of a non-profit organisation’s Facebook page.
Lynn De Souza, Chairman & CEO, Lintas Media Group, commented, “We are extremely happy to be a part of this initiative. It is a good cause, and we are thankful to all our media partners like – Big FM, Radio City, My FM, Hello FM, Radio Mirchi, Colors, Times Network, and many other media partners who have provided free space for this initiative. We have secured media space worth Rs 50 million for this cause, and it will go a long way in garnering support for the charity.”
As well as gaining the support of many of the world’s leading media owners around the world, Initiative has also partnered with sister IPG network McCann Erickson, which has offered its services to Initiative and Free The Children for free. McCann Erickson will be managing translations, adaptations and trafficking in all markets where the campaign is running.
