Case Study

Save the Children

East Africa Crisis Appeal

Challenge

In 2011, more than 13 million people in East Africa were left in need of food, water and emergency healthcare by one of the worst droughts for 25 years. In July of the same year, appeals were launched by organisations around the world to help the people of East Africa.

Scope

Using our creative partnership development expertise, digital know-how and fundraising experience, Skating Panda brought together leading global organisations to develop a ground-breaking social media campaign around the Bob Marley track, High Tide or Low Tide. Accompanied by a moving montage of images from East Africa, put together by Oscar nominated director, Kevin McDonald, the track was re-listed for purchase with all profits donated to the East Africa appeal. A celebrity-led social media campaign offered connection to millions of fans, with messaging driving users to the campaign website where they could find out more about the crisis, the appeal and how to buy the track to help raise much-needed funds.

Results

Thanks to the combined efforts of XIX Entertainment, 150 global stars, partnerships with online platforms Google, MSN, Yahoo, AOL and many others, a staggering social media reach in excess of 1 billion contributed to an increase in Save the Children brand awareness and in coverage of the East Africa Crisis story, notably in the US news agenda. Total direct donations from the campaign to the East Africa appeal reached six figures.