CARING KIDS – Dare to Draw
CHALLENGE AND INSIGHT
In both online and offline conversations, parents’ comments and interactions demonstrate an increased concern about raising kids who care about social justice. Parents are looking for opportunities for their kids to “give back” that are meaningful but that don’t require a huge outlay of parental time and effort.
In response to this need we created ‘Caring Kids,’ a turn-key fundraising solution that provides socially responsible organizations with a tool to give families an age-appropriate, easy and entertaining way to get involved with their cause.
With the CARING KIDS TM pilot project (a partnership with the Stephen Lewis Foundation), Bunch challenged families to create one drawing a day for 30 days on a set theme. Bunch created a pledge sheet for kids and parents, as well as a progress chart that revealed a new drawing theme each day. To maximize the reach of the program, Bunch challenged other family sites to join the dare and engage their own audiences – they received a simple link to the daily drawing challenge thereby creating a ‘social responsibility’ message for the individual site and awareness for the foundation on multiple sites.
Initiate a series of unique activities highly targeted at key creative families. Kick start awareness with a Family Day PR event (AGO becomes KGO)
• In-store kindie concerts in lead markets.
• Create kindie ”merch”
• Now an annual event
Creation of annual designated family event on Luminato opening weekend. Dedicated Communication of which events are for families Ex: They Might Be Giants Concert, Family Dance Party in Yonge Dundas Square, weekend activations around Cirque de Soleil events.