What is it?
The Disney Junior’s Million Disney Memories campaign asks families to go to a specially created Facebook page and ‘donate’ their first Disney memory. If one million people each recount a memory, the company will give the hospital £1m, which will be used to fund a new medical centre.
Who have they got involved?
Celebrities including Sir Michael Caine, Thandie Newton, Sophie Ellis-Bextor, Edith Bowman, Angela Griffin (pictured) and Julie Walters are supporting the campaign and have filmed clips of themselves talking about their first Disney memories.
Why is Disney doing it?
The campaign was created after research found that 92 percent of UK parents and grandparents believe memories of Disney characters stay with you for life and that more than half of the British public have shared their own Disney memories with their families.
How is the campaign being promoted?
The campaign is being supported by social media activity on Facebook and Twitter, and by above-the-line advertising on the Disney Junior TV channel.
Third Sector verdict:
The list of celebrities involved is impressive and is bound to attract attention to the campaign. It will also appeal to a wide audience of both adults and children, tapping into everyone who is a fan of Disney. It is also likely to be popular because the the public is being asked to donate not money but memories that could result in a significant amount being given to the charity. This is a good example of a corporate partnership between a company and a charity tapping into social media to raise funds.