VMLY&R COMMERCE Hong Kong
Tue, 24 May 2016 11:27:56 GMT
Under the pressure of financial crisis, education spending in Greece has been reduced by 45% and more than 1000 schools have been closed since 2011. As a result teachers are forced out of work and students have been pushed into overcrowded classrooms and forced to travel long distances each day to get to their nearest school.
In light of these statistics, The Smile of the Child in partnership with HealRWorld is working with Geometry Global Hong Kong and Geometry Global Moscow to assist children in need in Greece. “We owe a cultural debt to Greece,” said Julian Hernandez, Executive Creative Director Geometry Global Hong Kong. “As many of the most commonly used words in English and other European languages are of Greek origin, shouldn’t we find a way to pay them back?”
The launch of Word Debt seeks to achieve just that. Through social media, the world produces more written content than ever before, providing fertile ground to make visible the largely unknown contribution of Greek language to the way people communicate everyday.
Launched in five languages globally, the Word Debt platform is linked to Facebook and Twitter and notifies users how many words from their social media posts are of Greek origin. The platform provides users with the original Greek word and gives them the option to donate 0.10€ per word to “The Smile of the Child”, the largest Greek Non-Governmental Organization committed to improving the welfare of children who are, according to Costas Yannopoulos, President of the BoD of “The Smile of the Child”, “the most innocent and vulnerable victims of the economic and migration crises in the country."
“What an inventive and educational way to help Greece’s most vulnerable and in need — the children. Since my dad and countless Greeks will tell you of the multitudes of words of Greek origin, I am looking forward to the many funds which will be donated to help Greece,” said Nia Vardalos, Academy Award nominated writer/actor, MY BIG FAT GREEK WEDDING 2.
“As a Greek American, I am extremely concerned about the plight of Greece and our children in particular,” said Michele Vonetes Bongiovanni, CEO & Founder, HealRWorld. Vonetes Bongiovanni continues: “We are proud to be part of a campaign that brings greater awareness of the crises in a relevant way and directs funds that can make a real difference in the lives of children.”
“Word Debt has been a terrific project to collaborate on with Geometry Global Hong Kong and we hope to do many more in the future,” said Oleg Tumanov, Executive Creative Director Geometry Global Moscow. “We are glad to provide our digital expertise to support a campaign which combines real creativity and social responsibility.”view more - Creative
Art Director: Anastasia Simone, Sean Chen, Paul Sin
Copywriter: Jay Lee, Melissa Albarus
Creative Agency: Geometry Global Hong Kong and Geometry Global Moscow
Creative Technologist: Marc Violo, Craig Mason
Executive Creative Director: Daniel Comar
Executive Creative Directors: (HK) Julián Hernández, (Moscow) Oleg Tumanov
Associate Creative Director: Zeph Teng
Categories: Corporate, Social and PSAs, CharityVMLY&R COMMERCE Hong Kong, Tue, 24 May 2016 11:27:56 GMT