A festival ends and hundreds, or even thousands of euros remain unclaimed in the chasless bracelets that allow you to purchase drinks, food or merchandising. That “forgotten” money can become real help for children according to “Cash Forward”, the new initiative promoted by Unicef Spain.
The humanitarian organization has launched, together with the Ogilvy Spain agency, a project that aims to allow the unused balance of the bracelets to be donated cashless directly from the festival itself, and avoiding additional registrations or complex processes. The idea is to convert the same bracelet with which you pay at festivals, into a new way of channeling the collaboration and solidarity of citizens.
As the agency explains in a statement, attendees can check the balance of their bracelet during the festival in the Unicef Spain spaces and decide whether to donate the entire remainder, a part or a specific amount. The system, as explained in an audiovisual piece produced by WPP Production, also allows you to do it later, prolonging the life of a balance that is sometimes not claimed.
“That small balance that we sometimes forget or do not claim because it is very small amounts, can become something much bigger: an opportunity to guarantee fundamental rights such as education, protection or survival of boys and girls around the world.“commented Soraya Sánchez, Director of Marketing and Fundraising at Unicef Spain.
The initiative has already been put to the test during the ViñaRock celebration, which took place from April 30 to May 2 in Villarrobledo, Albacete. Unicef was one of the social collaborators of the festival, and was present with a stand in which it announced both “Cash Forward” and the different projects it has underway to provide education, water, health care or protection against violence to boys and girls around the world.
With posters and flyers he also communicated the idea of the project: that no resource, no matter how small, is wasted when it can contribute to guaranteeing the rights of children. The creatives will also be disseminated through social networks and digital platforms.
Unicef aspires to be present at some of the main music festivals in Spain, and develop it throughout the year, with the aim of continuing in future editions and consolidating the donation model. From Ogilvy they confirm reason.Whythat the organization is in the negotiation phase and signing agreements with more festivals. The initiative would mean opening a new donation moment that was not part of the user journey and integrating collaboration into the festival experience.
