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McCann London Launches #InstaHeartAuction

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Instagram charity auction to help Heart Research UK heal broken hearts

McCann London Launches #InstaHeartAuction

McCann London is launching the world’s first ever Instagram auction to help Heart Research UK heal broken hearts this Valentine’s Day. The #InstaHeartAuction campaign turns all those trinkets and gifts given by former lovers that are squashed at the back of a drawer, shoe box or wardrobe gathering dust, into cash donations for Heart Research UK. The campaign launches online today, and lasts one week until 6pm on Friday 21st February. 

#InstaHeartAuction enables people to easily help heal broken hearts by doing what they do best: sharing a photo on Instagram and using the hashtag #InstaHeartAuction. Taking part is simple, just Instagram a photo of the unwanted item using the hashtag #InstaHeartAuction, and the item will be added to the online auction. By listing items in the auction the owner will help Heart Research UK by donating the proceeds of their auction to the charity, helping to fund research into the prevention, treatment and cure of heart disease which is still the UK’s biggest killer.

The auction is the ultimate revenge for scorned lovers: giving away once cherished and sentimental gifts chosen with love and care to a complete stranger. The online auction already lists an impressive collection items from a custom-made vintage fixie, crafted by a loving boyfriend to be treasured forever (if only he knew it would be cast aside and put up for sale to the highest bidder). There’s a wedding dress, once a treasured symbol of a beautiful day but now just a reminder of another life; and other curiosities and gifts. Revenge can be bitter, but sweet after all.

McCann London developed the project with Reform London and Unit 9, who both donated their time to help support the cause, along with comedian Luisa Omielan who has recorded a voiceover for the promo video.  

Denise Armstrong, Assistant Director of Heart Research UK, said:  “We are delighted to be a part of the first ever Instagram auction, it’s such an exciting idea and something very different on Valentine’s Day.  We are very grateful to McCann for choosing us to benefit from the proceeds of the auction and to everyone who has helped to make this happen.  

Donations from the auction will be used to continue our important work in the fight against heart disease, helping people to live healthier, happier, longer lives.”


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Categories: Charity, Corporate, Social and PSAs

McCann EMEA, Mon, 17 Feb 2014 15:14:51 GMT