Charity looks to tap into cryptocurrency craze in order to generate funding for vulnerable children
Unicef is tapping into the cryptocurrency craze to generate much-needed funding for vulnerable children worldwide and is calling on Australian consumers to hand over their computing power to help.
In what it claims is an Australian charity first, the not-for-profit has launched a website that allows consumers to share their computer processing power in order to help mine for cryptocurrency. The digital money is the converted into funding for Unicef’s global efforts to help children.
To do this, consumers just open up the new HopePage on their Web browser, which is currently prioritising funding to support Unicef’s response to the Rohingya crisis in Myanmar. The group said an estimated 720,000 Rohingyans have fled their homes to Bangladesh since August last year, half of which are children. Unicef is working to supply safe water, food, medicine and immunisations to these people.
Unicef Australia director of fundraising and communications, Jennifer Tierney, said the team wanted to make it easy and digital for people to help.
“We wanted to leverage new emerging technologies to raise awareness about current humanitarian crises and raise funds to support children caught up in them,” she said. “The HopePage allows Australians to provide help and hope to vulnerable children by simply opening the page while they are online.”
Related: 5 brands latching onto the cryptocurrency craze
Users can specify how much of their computing power they want to donate to currency mining. As at 10.30am today, nearly 1500 people were donating.
Unicef has been working with digital agency VML to create the HopePage website. A spokesperson said
the approach aims to target new people through traditional social and traditional media stories, as well as search marketing.
"We don’t have a target in mind as it is the first time a product like this is developed for this market. We’re hoping to raise thousands, and we’re asking people in Australia to make the Unicef HopePage their home page," the spokesperson added.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu
Welcome to Launch Marketing Council’s new 3-part series focused on unlocking the secrets of launching brands, products and service by exploring real-life examples from Australia’s marketing elite, in conjunction with the independent agency Five by Five Global.
In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.
If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.
The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?
It's an interesting direction, and fair play that they've backed what their service differentiator in the market is. It's a bit clunky bi...
Jeff
Versa launches bot-activated website
Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.
Sumit Takim
In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne
Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...
ravi H
10 lessons Telstra has learnt through its T22 transformation
thanks
Lillian Juliet
How Winedirect has lifted customer recency, frequency and value with a digital overhaul
Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....
Sheetal Kamble
Jurlique’s move to mobile POS set to enhance customer experience