Close to quarter of a million dollars was raised in the Middle East region.
The campaign, which ran from December 26 to January 31, saw Initiative bring together its network strength and expertise to produce a global campaign – from conception to media placement – to drive awareness of the important work being undertaken by international charity, Free The Children (www.freethechildren.com).
Initiative ran the campaign in over 70 markets around the world, including the UAE, Saudi Arabia, Egypt and Lebanon, without spending any money on media or creative. By partnering with some of the world’s largest media owners, Initiative negotiated more than $22m worth of free media, across TV, radio, online, email, outdoor and in newspapers and magazines.
The campaign highlights the injustices experienced by many children around the world and calls on young people to get involved with Free The Children in order to make a difference. The many creative executions drive people to www.facebook.com/weday – where they are urged to “like” the Facebook page for Free The Children’s We Day event, which celebrates and empowers like-minded young people to change the world. For every ‘like’, Free The Children’s partners pledged to donate $1, up to $2.5m.
By encouraging young people all around the world to like the We Day Facebook page, Initiative raised $1.5m, smashing its target of $1m, which was reached within the first three weeks of the campaign.
Free The Children has 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, while empowering them to achieve their fullest potential as agents of change. We Day is Free The Children’s signature social justice event, bringing together world-leaders, entertainers and performers who care about making a difference in the world.
Mauricio Sabogal, President, World Markets, Initiative, said, “We are delighted to have been able to support the work being done by Free The Children. The huge success of this campaign, which smashed all our targets, was down to the hard work and dedication of the teams in every participating market across Initiative, McCann Erickson and our other media partners. It is also testament to the power of the Initiative network – our creativity and the relationships we have around the world with our media partners.”
Craig Kielburger, co-founder, Free The Children, said, “On behalf of Free The Children, I’d like to thank Initiative and its partners for its incredible support, generosity and commitment towards helping us further connect with youth to build a better world. Social media is a powerful tool, enabling us to connect with youth from around the world, inspiring them to take action to create positive change. The campaign far-exceeded our expectations and we are looking forward to continuing to build our online movement of youth coming together to make a difference in this world.”
This was the second consecutive year Initiative has led a free advertising campaign for charity. In 2010 in managed to increase donations to the Juvenile Diabetes Research Foundation by 300%.
Monday, March 12- 2012 @ 12:17 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.