Six-year-old child prodigy Aelita Andre's latest artwork will be unveiled tonight as part of a new social enterprise initiative which will see artworks commissioned and sold under a self-sustaining model to help raise funds for not-for-profit organisation KidsXpress.
Made to Grow, created by Leo Burnett and Mi9, is a project engaging the art, music and drama worlds to commission exclusive works. When a commissioned work is sold, part of the money goes directly to KidsXpress and some goes to commission a new work by an established artist.
The project came out of a brief to build awareness and fundraising to grow the operations of KidsXpress. Leo Burnett offered pro bono creative, strategic and production services, including producing a video and a book showcasing artworks created by 21 children who have completed the KidsXpress program.
Mi9 employees have staged an ongoing series of events and programs to raise the start-up funds for Made to Grow. The aim is to expand commissioned pieces beyond artworks and apply the same self-sustaining fundraising model to photograph, music and the dramatic arts, reflecting the range of therapies used at KidsXpress.
KidsXpress founder and chief executive Margo Ward said: "Mi9 and Leo Burnett have captured the transformative power of healing a child using the KidsXpress unique expressive therapy program through the social enterprise, Made to Grow. Together the trio bring something new to the world of giving and an extraordinary gift to society."
Andy DiLallo, chief creative officer of Leo Burnett Sydney, said: "Made to Grow takes what is at the heart of KidsXpress' work – creative expression – and turns it into a self-generating revenue source to help create better futures for kids. We are proud to launch such a meaningful project with the power to transform the lives of kids impacted by trauma."
Mi9 chief executive Mark Britt added: "Our partnership with KidsXpress is about creating more than 'just a job' for our people who realise they have a role to play in the world, and feel a responsibility to do that well. Our industry thinks creatively for a living. Made to Grow is a perfect example of three organisations coming together and thinking creatively about how the media and advertising industry can make a real difference."
KidsXpress is also a key beneficiary of UN LTD, the not-for-profit representative body of the marketing, media and advertising industries. Sign up for the AdNews Challenge and join the team fundraising competition at Everyday Hero.
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