More than $14m of media donated to World Smiles campaign
Over $14 million of media has been donated worldwide to support the Juvenile Diabetes Research Foundation’s World Smiles campaign.
The announcement:
March 30, 2011 –
Initiative’s global ‘media first’ campaign to help promote a better world for children has been heavily supported by many of Australia’s TV networks, leading to a worldwide total of more than $14 million of donated media to support the Juvenile Diabetes Research Foundation (JDRF).
The World Smiles campaign, masterminded by performance-led communications company Initiative, ran in 50 markets around the world, with no money spent on media placement or creative work by Initiative or JDRF.
In Australia, the Nine Network, Ten Network, MCN and WINNBN collectively donated more than $1 million of airtime to help push the JDRF messaging. At the worldwide level, Initiative agencies negotiated a total of 35,000 placements, donated for free by some of the world’s leading international media owners, including AOL, Sky Media, Turner, Tiscali, Axel Springer and Burda.
The campaign also saw traffic to the campaign website – www.theworldsmiles.org – reach almost one million visits.
“It’s great that our local media companies immediately get behind some of these really worthwhile causes,” said Jackie Edwards, National Trading Director at Initiative Australia. “The fight against juvenile diabetes goes on in Australia and we a pleased to help raise awareness and attention to the cause.”
Source: Initiative press release
