Use Your Head

Shave or dye?

At Strategem, we're keen believers in brands working with charities through Corporate Social Responsibility (CSR) campaigns and/or Mutual Social Responsibility (MSR). Today, we'd like to congratulate Today FM's recent achievements.

Today FM launch their first charity drive today in aid of the Irish Cancer Society. The entire radio station staff are taking part by either shaving off their hair, or for the less adventurous not brave enough to shave but who still want to get involved it's suggested a dye job would do the trick. It's a simple mechanic that invites us to donate €2 by text or from the Today FM website we can sponsor individual radio personalities for any amount we choose to help them reach their target.

The new landing page on the website is a half-shaven/half dyed sheep and the entire site has high-impact banner ads featuring top DJs Ray D'Arcy and Ian Dempsey with hilarious bald heads and a great line "Use your head to help tackle cancer". Huge support outdoor with billboard advertising enforces the campaign with high visibility posters.

A very worthy cause is behind this initiative as each year in Ireland, almost 28,000 new cases of cancer are diagnosed, resulting in over 7,800 deaths. Cancer related illness accounts for almost one quarter of the annual death toll in Ireland.

So far they have raised €337,732. No mean feat during a recession.

Well done Today FM!

Posted by Strategem on 2010-03-16 12:48:30

Tags:

To do

// Contact Us

Portview House
Thorncastle Street
Irishtown
Dublin 4
Ireland

Phone:

+353 1 6680755

Fax:

+353 1 6680818

Email:

hello@strategem.ie

Skype:

strategem.skype

// Keep Me Posted!

Every month we send the best of our blog together with insights and innovations in media. Sign up today and we’ll send our learnings and thoughts direct to your inbox.