IPG Mediabrands has launched a new global philanthropic campaign starring entertainers Demi Lovato and Joe Jonas in support of We Day.
We Day is billed as “an educational youth empowerment event” organized by Free the Children, with venues in the United States, Canada and the UK.
The event is expected to draw over 160,000 young people this year to stadium gatherings to take part in educational initiatives designed to inspire students to get involved in positive social change.
The PSA campaign features Lovato and Jonas encouraging people to follow We Day on Twitter and Facebook. For every new follower, sponsors will donate school supplies to a child in a developing country, enabling more children to attend school and equipping them with the tools to learn.
IPG Mediabrands will deploy a "1 Like=$1" campaign featuring both Facebook and Twitter. UM, Initiative and BPN (agencies under the Mediabrands umbrella) will deploy the campaign across five continents and all screens, engaging their media partners to donate free advertising space throughout the course of the campaign, from December 26 through January 31. The creative strategy of the campaign was devised by Mediabrands' agency Initiative Sajo Garcia Alcazar in Puerto Rico. Sister IPG creative agencies around the world are also supporting the campaign with local execution, adaptation and trafficking services.
In previous years the campaign has raised millions in donated media space and contributions to Free The Children’s efforts to help build schools, develop clean water projects, support health care and other projects in rural areas around the world.