'Own a Colour' Campaign Aims to Raise Money for UNICEF
Daniel Glover — October 2, 2011 — Marketing
References: unicef & ownacolour
Children's charity UNICEF has joined forces with paint brand Dulux in the 'Own a Colour' campaign, which lets people own a color from a choice of 16.7 million shades. The selection amounts to the number of colors displayed on an average computer screen.
Each color is being sold for £1 with all proceeds going to UNICEF to help save children's lives. The aim is to raise 16.7 million pounds in record time using social and traditional media to spread the word and get people buying.
People who purchase a color are able to rename it and have it displayed on a dedicated Dulux micro-site.
Celebrities who have already bought into the Own a Colour campaign include Jemima Khan (CFC Blue), Duncan Bannatyne (Scottish Saltire Blue) and Sir Roger Moore (Swedish Blue).
Each color is being sold for £1 with all proceeds going to UNICEF to help save children's lives. The aim is to raise 16.7 million pounds in record time using social and traditional media to spread the word and get people buying.
People who purchase a color are able to rename it and have it displayed on a dedicated Dulux micro-site.
Celebrities who have already bought into the Own a Colour campaign include Jemima Khan (CFC Blue), Duncan Bannatyne (Scottish Saltire Blue) and Sir Roger Moore (Swedish Blue).
Trend Themes
1. Color Ownership - The 'Own a Colour' campaign highlights the increasing trend of people valuing personalized and unique experiences, including owning and renaming colors.
2. Social Media Fundraising - The use of social and traditional media to spread awareness and raise funds for charitable causes is a growing trend in fundraising and philanthropy.
3. Celebrity Influence - The participation of celebrities in the 'Own a Colour' campaign showcases the trend of leveraging celebrity influence to drive social impact and engage wider audiences.
Industry Implications
1. Charitable Organizations - Charitable organizations can explore adopting innovative fundraising campaigns, such as color ownership, to attract donors and generate more funds.
2. Paint and Pigment Industry - The 'Own a Colour' campaign presents opportunities for paint and pigment companies to collaborate with charities to create unique and personalized products that resonate with consumers.
3. Digital Marketing and Advertising - Digital marketing and advertising agencies can capitalize on the trend of social media fundraising by offering their expertise to nonprofits and charities to amplify their campaigns and reach wider audiences.
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