What is it?
The paint brand Dulux has partnered with Unicef, which works to protect the rights of children and young people, to give the public the chance to ‘own’ a colour for a minimum donation of £1. Members of the public can buy a colour from a selection of 16.77 million – the number the average computer, smartphone and tablet can display – on a dedicated website. The campaign will keep running until the total of £16.77m - a figure chosen to match the number of colours - is reached.
What do participants do with the colour?
People who purchase a colour are able to rename it and have it displayed on the microsite. Celebrities who already 'Own A Colour' include Jemima Khan (CFC Blue), Duncan Bannatyne (Scottish Saltire Blue) and Sir Roger Moore (Swedish Blue). Everyone will then have the option to tell their friends and family about their purchase through Facebook, Twitter and other social media channels.
How is the campaign being promoted?
The charity is highlighting the campaign on its own website, Facebook page and Twitter feed. The hashtags #dulux (UK) and #ownacolour were both trending on Twitter the day the campaign launched (29 September).
Who’s behind the campaign?
Dulux and Unicef both thought of the campaign, while the website was built by Feed London and the PR is being handled by Mischief PR.
Third Sector verdict:
Raising £16.77m is a bold target for a fundraising campaign. However, the number will also work in the campaign's favour by suggesting that anyone can get involved and participate. The £1 donation is a low amount and will encourage more people to take part. Getting celebrities on board at the start will also help drive participation in the campaign.