• July 10, 2009

The Nelson Mandela Foundation has launched a nationwide call-to-action campaign via N.Y.-based Gotham Inc., honoring Mandela's fight against social injustice. The "Mandela Day" effort begins in New York City on Mandela's birthday, July 18th, and will continue each year in selected cities nationwide. The integrated campaign illustrates his life, mission and achievements, with the tag-line "Make an Imprint."

The TV, digital, mobile, print, and out of home ads ask individuals for just 67 minutes of their time, a figure correlating to the 67 years Mandela has spent fighting social injustice. The ads show shots of celebrities' hands with quotes saying how they will make a difference for 67 minutes. The effort includes volunteer opportunities.

This week the effort began with an art installation at Grand Central Terminal in Vanderbilt Hall. The brand work is also on display there through July 19.

The campaign also comprises an online film, featuring Robert De Niro, Christy Turlington, Morgan Freeman, Clint Eastwood and others who talk about how to make an imprint. The film is on mandeladay.com, where visitors can also insert a video of themselves among the celebrities and email it and/or post to Facebook, YouTube, and other social media sites. --Karl Greenberg