Initiative launches ad campaign to help children

MUMBAI: Interpublic Group‘s (IPG) performance-led media communications company, Initiative, has launched a free advertising campaign to help promote a better world for children.

The agency is seeking to set a world record and help raise $1 million in the process.

Initiative is bringing 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 and education partner Free The Children.

The campaign has been produced by Puerto Rican creative agency Sajo Garcia Alcazar, a part of the Initiative network and will run till 31 January 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 $1.

Initiative has also partnered with sister IPG network McCann Erickson, which has offered its services for free. It will be managing translations, adaptations and trafficking in all markets where the campaign is running.

Initiative president, world markets Mauricio Sabogal said, "It is really important that global companies, such as Initiative, play their part in charitable activities, and we are delighted to be supporting the important work being done by Free The Children.

"This campaign is a testament to the power of the Initiative network - our creativity and the relationships we have around the world with our media partners. We could not have produced this ambitious campaign without the generosity of both our media partners and McCann Erickson, who are working so hard without payment."

Free The Children co-founder Craig Kielburger said, "We are very grateful for the incredible generosity of Initiative and its media partners, helping us to form connections with people around the world that traditionally we would not be able to reach. Whether through fundraising or online engagement, social media plays a key role for us, and we are always looking for ways it can support and enhance the work we do with youth domestically and in our developing communities."

Lintas Media Group chairman and CEO Lynn De Souza added, "We are 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 in excess of Rs 5 million for this cause, and it will go a long way in garnering support for the charity."

The campaign will be run in over 70 markets around the world, without spending any money on media or creative. In order to do this, Initiative has partnered with media owners around the world to run the campaign on TV, radio, online, email, outdoor and in newspapers and magazines.

Last year, 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.

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