What is it?
Mo Farah has launched a new dance craze in a bid to increase awareness and funding for the Mo Farah Foundation. The charity has been set up by Mo and his wife Tania to provide aid to children in east Africa.
Farah is asking the public to "do the Mobot", a dance inspired by his now iconic Mobot pose. Farah has made a video, available on YouTube, that shows a series of dance moves including the "lunge", the "look-back" and the "Mobot", inspired by his running style. Members of the public are being asked to film and upload their own versions to YouTube. People can then donate to the charity.
Raising money for the foundation is not the only motivation for "doing the Mobot": those uploading the video will also be in with a chance of featuring in the music video to the track, which will be released on iTunes this December in time for the Christmas party season.
Watch the video:
What is the charity hoping to achieve?
The charity hopes to raise £100,000 towards the Mo Farah Orphanage and Sports Academy, a shelter for children affected by the worst drought to hit the region in 60 years.
Why is the charity doing it?
Farah says: "Lots of people I’ve met since the Olympics have said I should do something with the Mobot and turning it into a dance craze that could have a huge benefit for children in east Africa seems the right thing to do. Making a difference for kids who don’t get the opportunities that I’ve had is a big part of what motivates me. I really hope that people join in and get behind it."
Who’s supporting it?
Virgin Media, a supporter of the Mo Farah Foundation, has pledged to match all Do the Mobot video uploads with two pound coins – representing the two gold medals Farah won at this year’s Olympics. Already, Tottenham Hotspur Football Club and Harlequins Rugby Club have uploaded their own videos.
How is it being promoted?
Third Sector verdict:
This campaign certainly has the feel-good, fun factor. Using Farah’s natural charm, the video is great to watch and is a novel way of capitalising on Farah’s now-iconic ‘Mobot’ move. The launch in the run-up to Christmas will mean that the campaign can play on people’s good mood. The only thing that slightly let it the video down is that it lacks any Christmas references – however, this might help in the long term by giving the campaign longevity once the festive period is over.