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Black Tie
Philanthropy Giving
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E-mail this link to your Friends:
Black Tie
International: I Am Here
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Danny and Maggie, the first
couple who will receive a home as a result of this campaign.
Danny and Maggie have been homeless in Austin for 15 years.
With the help of the I Am Here campaign, they’re getting off
the streets, into a home, and on their way to a new life.
Photo by: Bresnan,
photographer |
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Mobile Giving Campaign
Elevates Issue of Homelessness
Outdoor Billboard Introduces
"I Am Here" and Lifts Austin Family off Streets
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AUSTIN, TX (April 27, 2010) -
Over 3.5 million people in America are homeless and most
exist without a voice.
Mobile
Loaves & Fishes (MLF), an Austin-based
nonprofit providing food and shelter to the homeless and
working poor, is changing that with the launch of a
dramatic new mobile giving and awareness campaign, "I Am
Here."
Despite the prevalence of
homelessness, it's an issue many people look away from
every day. To break through the barrier of invisibility
and compel people to act, MLF enlisted the help of
Danny, who has been living on the streets of Austin for
15 years, along with his wheelchair-bound wife Maggie,
to participate in the "I Am Here" kickoff event.
On April 27-28, Danny's situation
is being raised ' literally' to a level no one can
ignore. Along with MLF founder Alan Graham, Danny will
be on a 50-foot high Reagan Outdoor billboard at
Woodland and I-35 in Austin at select times throughout
the 48-hour period.
The billboard features a prominent
mobile giving call to action. Texting "Danny" to 20222
provides a $10 donation to help get Danny and his wife
into a home through MLF's
Habitat on
Wheels program. Just 1,200 text messages will
get Danny and Maggie off the streets, into their own
home and on the way to a new life. The billboard also
drives people to the campaign site,
www.iamheremlf.org.
This event kicks off an ongoing
effort to provide homes to as many homeless men and
women as possible. Each time the 1,200 message threshold
is reached a home will be purchased and a life will be
changed.
The "I Am Here" project is a
collaborative effort between MLF, marketing firm
T3,
and
Reagan
Outdoor Advertising. T3 is responsible for
the creative concept and manages MLF's text donations
through the
Mobile
Giving Foundation. The kickoff event is
brought to life through a partnership with Reagan, who
donated the outdoor billboard space.
"We realized right away the
powerful impact that mobile giving could have on the
Mobile Loaves & Fishes organization," said Ben Gaddis,
T3's director of mobile and emerging technology. "The
partnership is a perfect match, allowing us to leverage
our expertise in marketing and the mobile sector to
benefit a cause we deeply believe in."
"Our mission is about empowering
people to help," says Graham. "So what if all those
people who were afraid to acknowledge a homeless person,
or just didn't know how to help, could send a text
donation" They'd be empowered to act, right there in the
moment. That's pretty powerful stuff."
In addition to the outdoor
component, the ?I Am Here? campaign is comprised of
print advertisements, a public service announcement, a
Web site, video and mobile. The primary call to action
is to text "MLF" to 20222 to donate and to visit
www.iamheremlf.org. The site provides more
information about MLF, Danny and Maggie's story and how
the ?I Am Here? project came together.
Mobile Loaves & Fishes was founded
in 1998 in Austin, TX by Alan Graham and five
volunteers. Alan?s mission was lofty, but the vision and
execution were simple: provide food, clothing and
dignity to the homeless and working poor. The first trip
hand-delivered 75 sack lunches. Twelve years later,
there are 15 MLF commissaries in seven cities across the
nation filling thousands of empty stomachs from the beds
of Ford pick-up catering trucks every night. Most
recently, MLF is now taking the homeless off the streets
through their Habitat on Wheels (HOW) program: a
cost-efficient housing model that puts the homeless into
RVs.
T3, an agency with offices in
Austin, New York and San Francisco,
specializes in innovative marketing campaigns
that cut across all media channels. As a collaborative
think tank, T3 works with clients including
ConocoPhillips Lubricants, Facebook, Intel, JCPenney,
John Deere, JPMorgan Chase, Livescribe, Marriott
Vacation Club, Microsoft, Oriental Trading Company,
Ritz-Carlton Destination Club, Universal and UPS.
Founded by CEO Gay Gaddis in 1989,
T3 is independent and the largest advertising agency
wholly owned by a woman in the United States. T3 ranks
among ADWEEK?s Top 100 Agencies and
Advertising Age's Top 100 U.S. Marketing Services
Agencies lists.
For more information about T3, please visit
www.t-3.com
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www.iamheremlf.org |
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