MERCADEO Versión en español
IPG Mediabrands We day campaign generated more than 1.5 million school kits for students from low-income communities
13 de febrero de 2014
La campaña de este año tuvo como protagonistas a las estrellas juveniles, Demi Lovato y Joe Jonas
IPG Mediabrands recently announced the successful close of its annual philanthropic campaign in support of We day, a global youth-empowerment event launched by the charitable organization Free the Children to help needy young people get ahead in life. The campaign this year featured two young stars, Demi Lovato and Joe Jonas, who used social networks to motivate people around the world to follow the event.Throughout the course of the campaign, for every new follower of the event, its sponsors donated a school kit containing a notebook and a pencil to children in developing countries. By the end of the effort, 1,581,060 new followers joined in the effort on Twitter and Facebook, so that more than 1.5 million school kits were sent to the eight countries where Free the Children does its good work.The IPG Mediabrands agencies Um, Initiative and BPN rolled out the campaign across five continents from Dec. 26, 2013, until Jan. 31, 2014. The creative strategy was developed by the Mediabrands agency Initiative Sajo Garcia Alcaza in Puerto Rico, founded by the recently deceased Carlos Garcia who was a moving force behind this social project.Thanks to support from IPG Mediabrands, and the legacy of Carlos Garcia who was a tireless champion for global humanitarian efforts, we are able to connect globally with young people who want to take that extra step to make a difference said Craig Kielburger, co-founder of Free the Children.
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