World Vision 30 Hour Famine

We asked kids to generate their own content that is about the cause for the purpose of raising money for their Famine. We partnered with MuchMusic and the top 5 fundraisers would get their campaign shown on MuchonDemand. It’s audience AND brand relevant. The content is inspired by the cause. We used the big idea of “HOW WILL YOU SPEND YOUR 30?” as our starting point. By simply asking this question, we shifted the paradigm and made it personal. We asked kids to generate their own content that is about the cause for the purpose of raising money for their Famine. We provided the opportunity. They provided the passion.

By giving students a chance to make their voices heard and become champions for the brand, we were able to turn a budget under $300,000 into over $4 million in donations.

Gold CMA award