The MFA has donated $10,700 towards the 365 Candles campaign, an idea devised by media agency UM and won the MFA Awards NGEN category. The money, which was collected from MFA Award entry fees, will help UnLtd bring UM's idea to life.
The 365 Candles concept aims to use Facebook birthday reminders to prompt people to donate money to the Mirabel Foundation as a gift attached to birthday messages.
The charity assists children who have been orphaned or abandoned due to their parents’ drug abuse.
The brief for the NGEN category was to increase donations to the Mirabel Foundation by $1 million and educate the public on how children can be affected by their parents' drug addiction and overdose.
In coming up with the concept, UM research found that giving to charity is a social act that should be personal and involve an element of self-gratification.
“When the campaign concept is fully evolved and activated in 2016, our hope is that it will create reciprocal gratification and value exchange, as the birthday message receiver looks and feels good for encouraging donations, and the donor looks and feels good for giving,” said UM partnerships executive Jacqueline Osborne.
Earlier this month UnLtd announced the addition of seven board members and a 50% uplift in industry awareness, according to the latest Media i survey.
Joining the board are IPG Mediabrands' Danny Bass, Mindshare's stategy executive, John Dawson, Telstra's general manager digital marketing, Harry Lowes, Free Trade Hall founder Rob Loewenthal, founder and CEO of KidsXpress, Margo Ward, GroupM's knowledge and trading compliance director, Alison Vandyke, and Mindshare's chief of talent, Kerry Field.
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