SurfAid, a charity organisation, is encouraging people to make a donation in their sleep via a new campaign from BWM Dentsu.
Partnering exclusively with music streaming service Spotify, BWM Dentsu created Surfify, an album featuring relaxing sounds of the surf. Each time a track from the album is played, Spotify donate a small royalty fee to SurfAid.
Playing the album costs the listener nothing, so Spotify users are being encouraged to listen to the Surfify album as many times as they can, and to share it with their friends. The more plays, the more donations to SurfAid. In fact, play the album on repeat overnight, and you’ll be literally donating in your sleep. Even if you’re unable to listen, play it on mute and you’re still raising money.
BWM Dentsu chief strategy officer and managing director Sydney, Jamie Mackay, said the agency was proud to have created such an innovative campaign for such a deserving cause.
“SurfAid is an amazing charity and we wanted to create a fundraising tool that could be easily used by an audience outside of just the surfing community, and we think we’ve hit the nail on the head with Surfify.
“The tracks on the Surfify album are perfect for meditation, for parents who want to sooth their babies, or for anyone who wants to chill out. What we really want is for people to put Surfify on repeat overnight; that way they’ll be lulled to sleep by to the soothing sounds of the surf and SurfAid will get the royalties. It’s a win-win,” he said.
SurfAid.org helps improve the health, wellbeing and self-reliance of people living in isolated regions. Places where usually only surfers visit. Over the past 15 years the charity has been working together with communities and local government to prevent mother and child suffering and death. Saving lives in these remote places can be as simple as providing mosquito nets, clean water and improving nutrition.
Dr Dave Jenkins, SurfAid co-founder, said Surfify would help SurfAid provide assistance to remote Indonesian communities for another 15 years.
“We’re encouraging as many people as possible to listen to the Surfify album and share it across their social networks. Every time a track is played SurfAid is a little closer to changing someone’s life for the better,” he said.
Credits
Client – SurfAid International
SurfAid Founder – Dr Dave Jenkins
International Director, Marketing & Fundraising – Corinne Habel
Communications Director – Kirk Wilcox
Chief Executive Officer – Andrew Judge
Operations Manager – Emily Taylor
Agency – BWM Dentsu
Chief Creative Officer – Rob Belgiovane
Chief Strategy Officer/MD – Jamie Mackay
Executive Creative Director – Asheen Naidu
Senior Art Director – Chris McMullen
Senior Copywriter – Sean Lavery
National Planning Director – Megan Hales
Digital Planning Director – Shani Tomkins
Senior Account Director – Guy Lovell
Senior Agency Producer – Margot Fitzpatrick
Senior Editor – Paul Liddle
Directors/Film-makers – Paul Burrud, Stefan Hunt, Campbell Brown, Michael Lawrence, David Kruta, Ben Nott and Danny Izarraras.
Audio Production LA – Michael Yezerski
Post Production – Heckler, Will Alexander, Bonnie Law, Greg “Elvis” Constantaras, Kyra Bartley and Garry Jacques
Music and Sound Post Production – Nylon Studios, Simon Lister, Nat Joyce and Karla Henwood
Composer – Guy Brown
