The British Red Cross partnered with ‘The SpongeBob movie: Sponge Out of Water’ for its Clean Start Appeal, which managed to raise over £6.5 million in just three months.
The campaign, which aims to bring safe water and improved sanitation to 380,000 people in Kenya and Bangladesh, asked people to bring a bag of “unwanted good-quality goods” to one of its stores (or give cash). As the UK government matched the amount donated between 4th January and 3rd April, £11.5 million has been raised in total.
The charity’s partnership with SpongeBob involved an appeal advertisement running in over 400 UK cinemas. Furthermore, SpongeBob featured in a digital poster, which was showcased in 91 UK cinemas. The space was “donated for free by DCM and Primesight, and Paramount Pictures produced the advertisement alongside the Red Cross in-house creative team”.
Mark Astarita, British Red Cross Director of Fundraising, said: “Partnering with The SpongeBob Movie: Sponge Out of Water, has given us the opportunity to reach millions more people and we would like to thank Paramount Pictures, DCM and Primesight for their valuable support.
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