As a charity focused on Early Childhood Development (ECD) with an 80-year history, Cotlands wanted to increase donations in this critical but often overlooked arena. To aid them, we launched an online pro bono campaign for Cotlands entitled 'Donate your birthday' in order to raise funds for their national ECD programmes. We created an online platform allowing the South African public to pledge their birthday to Cotlands and have friends and family donate an amount of their choice to celebrate their special day. Donors received a profile tile on the website and those donating in lieu of their birthdays were able to send donors a Cotlands ECD birthday e-card.
Prior to this, the campaign began with a press conference at the Cotlands head office, showcasing posters, tent cards and personalised birthday cards for the media complete with birthday candles.