Pro Bono/Cause Marketing Incentive – in recognition of Pam Lane 2009 Winner

TITLE: Making a Difference in Both Local and Global Communities
AGENCY: Mindshare
CHARITY: One Foundation

OBJECTIVES
Mindshare aims to support cause related projects that are global as well as those that help local communities.

CAMPAIGN
For the One Foundation – which markets the not for profit product One Water – Mindshare set its 120 staff the task of selling 2000 bottles of water by any means possible in just three hours, resulting in the agency raising $32,950.

Mindshare sent four staff members to Africa for the installation of the first One Water “playpump”, before it helped launch the brand in Australia by trading workshops with media sales reps for free media space. The strategy brought in $1.2 million of free media, $80,000 of free production and distribution through Woolworths.

The agency also supported the Red Cross Victorian Bushfire Appeal, Jeans for Genes, Biggest Morning Tea and Legacy.

RESULTS
Highlights from Mindshare’s pro bono program included the negotiation of $2 million of free media and production, raising $36,500 through fundraising events and helping to launch a new not for profit product from scratch.

Judges’ comments
A big idea that galvanised the whole agency behind the initiative with a cultural benefit to the agency. The agency went above and beyond,
leveraging media and media agency assets.