Vodafone Foundation launches ‘Paid Charity Leave’ fundraising initiative via 3rdspace
Sydney creative content agency 3rdspace has developed a new campaign for the Vodafone Foundation to shift perceptions of charity fundraising from the earnest to the entertaining.
The new Vodafone Foundation Paid Charity Leave campaign begins today with additional content to roll out across print and social media during February.
3rdspace was given just three weeks to create the campaign to re-energise the charitable initiative in it’s 10th year, in a way that engages with new audiences and drives them to take action.
The 2-minute launch video released overnight focuses on the idiosyncrasies in the workplace, challenging workers to apply their ‘unique’ skills to help the charity of their choice with a year’s paid charity leave funded by the Vodafone Foundation.
Co-written and featuring 3rdspace’s content director Gary Eck (left) – a TV comedy and film writer and director, and past Tropfest winner – the campaign will evolve over the next three weeks with fun videos further developing charismatic characters such as Clean Freak Cathy and Mr Recycle.
3rdspace founder and ideas director Rob Logan, said the campaign will extend to press advertising on Valentine’s Day as charities ask the ones who love them to register for Vodafone’s Paid Charity Leave and join their charity.
Says Logan: “We wanted to create a campaign that would entertain as well as inspire people to register, using humour that fits with the Vodafone brand without diminishing the importance of charitable work.
“It’s a complete break from the earnest approach of the past. Charity already pays a significant role in bringing brands and consumers closer, but it doesn’t have to be sombre to be meaningful.
“We wanted to take the existing strengths of the offer a year’s paid charitable work and make it personal, relevant and ultimately interactive.”
1 Comment
That guy looks nothing like me.