Save the Children have launched a new fundraising appeal by teaming up with an unlikely source, Bob Marley. The “I’m gonna be your friend” appeal is in aid of the famine currently taking place in East Africa. Save the Children have cleverly decided to use one of Bob Marley’s songs as the backdrop and theme of this campaign, clever, not only because his philosophy of hope, unity and love will help to encourage donations, but also because they're asking people to download his track ‘High Tide or Low Tide’ for £0.99 from ITunes, Amazon and various other music purchasing sites, where all sales go directly into the fundraising appeal. The downloaded track features a music video directed by Kevin McDonald which shows the conditions with which they are currently facing in East Africa.
Alternatively the appeal homepage has the option of donating directly to the appeal, where they suggest donations of £10, $15, €15.
This appeal has already been spread through various forms of social media with Celebrities taking to Facebook and Twitter to raise awareness. Save the Children have used a large selection of social media and successfully associated their appeal with an icon that is synonymous with, as mentioned before, hope, unity and love. All these ingredients point towards the “I'm gonna be your friend” appeal being set to for success, it'll be interesting to see if other charities start associating their future appeals with music.
No comments:
Post a Comment