Save the Children Day
A CSR initiative in partnership with Save the Children.
Save the Children Day was first launched on July 15, 2014 in the Philippines. For one day, every purchase of any Selecta ice cream raises 5 pesos for children in need. This campaign celebrates the everyday heroes who are often overlooked, and aims to empower others by showing how a simple gesture can make a difference. Who knew that ice cream can save the day?
Agency : Tribal Worldwide Singapore
Creative Director : Vinod Savio
Associate Creative Director : Lydia Lim
Art Director : Elen Winata
Copywriter : Abhinav Ullal
Producer : Lynn Cheng
Production House : Go Motion Productions (PH)
The campaign video received 3.5 million views on YouTube within 5 days of its launch.
On the campaign day itself, a total of 1.5 million pesos was raised.
In addition to the campaign video, we also launched a platform on Facebook where our ‘heroes’ can learn more about the initiative. They can also show their support further by sharing a selfie of themselves with a Selecta ice cream and hashtagging #SelectaBeAHero.