Wash your hands is a Covid safety imperative. But there are millions of people without access to clean water. One in ten people in the world is denied access to clean water and one in four people out of ten don’t have a decent toilet of their own. Without these basic human rights, overcoming poverty is just a dream, as is good health and combating a deadly virus like Covid-19. International charity WaterAid has been working for a number of years to change this. Right now, that job is even more urgent and it has partnered with Don’t Panic on a new campaign, Bring Water.
The agency picked up the rainbow symbol, which has become part of the Covid community response, a sign of solidarity and belief that began in schools, and that now adorns streets, filling the windows of homes and the temporarily closed windows of restaurants and businesses across the planet. In the campaign film, You Can’t Have a Rainbow Without Water, real rainbows are documented across the globe.
Why it’s Hot
It was smart to take a common symbol of hope (the rainbow) to make a clear statement that without clean water, there is no hope.
United Nations’ World Food Programme is trying to get kids — and adults — to see that they can help fight world hunger in just a few minutes a day. The organization recently redesigned and relaunched Freerice, its quiz game that donates the equivalent of 10 grains of rice for each right answer players give.
The multiple-choice question game is fairly straightforward, with varying levels of difficulty. Players can choose from categories like languages, literature, multiplication, anatomy, and geography. The changes to the game include new categories, with questions on climate change and nutrition. Some teachers are even using Freerice in the classroom.
The site makes money from display ads, which is then used in a variety of programs, including ones that provide school meals in South Sudan and Burundi.
Why It’s Hot
Entertainment, education, and fighting world hunger all-in-one is a winning combination for all involved.
When we think of digital businesses and how they should market themselves, the obvious channels to promote them are, well, digital. It’s rare to see them break the mold and, moreover, do it successfully. But it happens!
The charitable app, Entourage, which gives people a platform to organize efforts to help the homeless, wanted to promote itself and its cause. Instead of following the digital-path well traveled, it opted to use the oldest and most viral medium. Money.
€5 Bills were stamped with the name of the app and homeless people were asked to add their own hand-written notes on the bills. The messages were meant to humanize the homeless community while creating a viral effect for the app. Since the money remained in rotation indefinitely, it will continue to exchange hands and pass on the message.
Why It’s Hot:
-Campaign promotes a digital platform through one of the oldest “viral” objects in human history
-Turned an object that we all use and exchange with each other on a daily basis into a free media channel
-This goes to show “limited budgets” are no excuse for not developing groundbreaking work
Trash bag company Hefty and Havas Worldwide Chicago tackle a big issue—one that’s more powerful than smelly garbage or nondurable bags—for the brand’s new #SaidNoSchoolEver campaign.
The new work, which includes two 30-second online spots and a handful of playful memes, aims to raise awareness of the serious lack of funding many public schools and teachers face—but does so in a tongue-in-cheek manner.
The writing in the 30-second spots is both sarcastic and sharp, with teachers delivering lines like “We do not need any more art supplies,” and “This map—from 1913. Almost all of the states are there.”
“At no point was this supposed to be polarizing for the brand,” Havas group creative director Ecole Weinstein told Adweek. “We wanted to touch the surface of the issue and still do it with a bit of a smile and make [the campaign] culturally relevant and sharable.”
Havas also wanted to bring Hefty’s involvement with the Box Tops for Education program to light. Hefty, the only trash-bag brand currently supporting the initiative, has donated over $3.5 million to Box Tops over the years. The subject matter also hit close to home for some members of Havas’ creative team.
“Myself, as well as a couple members of the creative team, have deep ties to the education system,” Weinstein said. Weinstein, whose mother was an inner-city school teacher in Florida for 29 years, said she grew up knowing all about the challenges teachers and public schools face. She added that the dry, sarcastic humor would share well on social channels, especially among the teacher crowd searching for a little bit of humor.
Check out some of the memes from the campaign below.
“#DONATE is new and exciting technology that lets your supporters donate to you directly through social media platforms like Twitter. #DONATE finally removes the barriers of giving through social so you can monetise your social following for the first time.”- Good Agency
Cupcake Vineyards is kicking off a promo with Share Our Strength to lend support to its No Kid Hungry initiative.
The northern California winemaker will donate $1 for each mobile visit to a dedicated microsite to support No Kid Hungry’s important mission. The effort runs through June at restaurant locations nationwide, including a selection of independent restaurants and regional chains. Marketing collateral in restaurants will encourage both patrons and employees to visit cupcake.nokidhungry.org via their mobile devices. For every visit to the site, Cupcake Vineyards will donate $1 to No Kid Hungry, up to the donation goal of $75,000.
Why It’s Hot
The campaign will be supported on Cupcake Vineyard’s social media platforms — including Facebook, Instagram, Twitter and Pinterest — with geo-targeted posts.
This is the brand’s first initiative with Share Our Strength, a national anti-hunger organization.
Fighting hunger is a cause we can all feel passionate about and Cupcake Winery has created a campaign that should resonate well with their customers. Their target audience are Millennials, who do place a larger emphasis on affiliation with a cause than any other generation and also enjoy eating out more than any other age group. With the combination of feeling good by donating to a charity and enjoying a meal at a restaurant, these young adults should embrace this promotion. Cause marketing is very effective on social media and Cupcake Vineyards is hoping that this is a simple convenient way to support this iniative. No purchase of wine is even required. Cheers!