PlayAir wins state award for best fundraising campaign
The Song Room’s first national public fundraising campaign has been recognised with a major award. The PlayAir campaign, developed and designed by pro bono partners from Ogilvy Group Melbourne agencies BADJAR Ogilvy, Yello Brands and DTDigital was awarded the Victorian State Award in the Fundraising Institute of Australia’s National Awards for Excellence in Fundraising and was highly commended in the National Award category.
Ogilvy Group Melbourne’s ECD Michael Knox, said the award was “exciting recognition for a campaign and charity which undertakes vital work for disadvantaged young Australians.
“It is scary to think that over 700,000 Australian primary school kids are not taught music at school. They have nothing to play but air. It was great to develop a campaign which highlighted the important work of The Song Room, who are putting music programs into the schools that need them most.” he said. We’re thrilled to have an award like this bestowed on the campaign, which demonstrates how effective a truly integrated approach can really be.”
Executed during July and August in 2010, the PlayAir campaign raised valuable funds needed to help The Song Room deliver music and art-based education and development programs for more than 20,000 disadvantaged children.
The campaign sold over 25,000 blister packs of ‘air’ instruments in JB Hi-Fi alone, and encouraged people to upload their best air moves or vote for their favourite online ‘rock god’ video clip at a specially developed website. Around 80 people also ‘air busked’ along the streets of Melbourne to further highlight the work of The Song Room.
The Song Room CEO, Caroline Aebersold commented, “PlayAir exceeded our expectations and this award is a wonderful acknowledgement of the hard work that went on behind the scenes to develop our first general public fundraising campaign on a national scale. Winning this award is a testament to the fruitful pro-bono partnerships that exist for not for profit organisations to really achieve outstanding outcomes and benefits. The Song Room has found a real synergy with partners Badjar Ogilvy, DTDigital and Yello, and we are extremely grateful for their support and proud to be recognised with this award by the Fundraising Institute of Australia.”