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Fundraising out of thin air

Who would have thought we could do so much with nothing at all!

The PlayAir campaign has ended for 2010, and in its first year raised $50,000 in donations and over $500,000 in media support to help disadvantaged children and families.

From July 1st to August 16th 2010, Australians were asked to buy an air instrument and record their best air moves in a national fundraising campaign to win a stack of prizes and help The Song Room.

With celebrity endorsement from Dylan Lewis and Mark Holden, the campaign aimed to highlight the huge number of children from disadvantaged and marginalized communities who have little or no access to music or art programs and materials despite the significant benefits that such programs provide.

“Air instruments” sold nationally in partner outlets JB HiFi, Allans Music, Spotlight and other independent stores, an interactive website, an online competition, outdoor publicity “air busking” stunts and a savvy media strategy all formed part of this innovative, interwoven campaign designed by BADJAR Ogilvy, Yello Brands and DTDigital.



Who Supported PlayAir?

Badjar Ogilvy, Yello Brands, DTDigital, Smartface, Mark Holden, Dylan Lewis, JB Hi Fi, Spotlight, Allans Music, Thinksideways, Channel 9, Network Ten, MCN: Foxtel, Stenmark, Channel 31, TVS Sydney, Nova Radio, Street Press Australia, Avant Cards, Federation Square, APRA, ARIA, PPCA, Jarrah Records, Sneaky Sound System, The Cat Empire, Universal Records, Universal Publishing, Mushroom Music, Gaga Publishing, EMI Publishing, Warner Music, Remote Control Records, Mana Music, Bazzani Scully Brand, Victoria University, Australian College of Education,Monash University, N.A.B, University of Western Sydney, Bed Bath N’ Table, Handsome Steve’s House of Refreshment, St Helier Community Store & Gallery, Clemenger International Transport.

Here’s What They Said:

JB Hi-Fi CEO, Terry Smart said: “JB Hi-Fi is proud to be a supporter of The Song Room. Music in education has proven to be very important for personal development, and by us selling Air Instruments in our stores we are helping get that message out there‚Ķ”

Steven Carey, Spotlight Head of Corporate Affairs said “At Spotlight, community support is extremely important to our business and all our team members. The Song Room’s PlayAir campaign is an initiative that we are excited to support through our Australian stores. We hope that all Australians get behind it to make a significant change to the many children in disadvantaged communities.”

Stay Tuned…..
PlayAir will return in 2011. Go to to register your interest, or join our facebook group to stay in the loop!

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