Initiative in charity push for juvenile diabetes

IPG media agency Initiative has raised $14m in donated media from media networks to help children with diabetes through the World Smiles campaign.

The announcement:

March 30, 2011: Initiative’s global ‘media first’ campaign to help promote a better world for children has been heavily supported by many of Australia’s TV networks, leading to a worldwide total of more than $14 million of donated media to support the Juvenile Diabetes Research Foundation (JDRF).

The World Smiles campaign, masterminded by performance-led communications company Initiative, ran in 50 markets around the world, with no money spent on media placement or creative work by Initiative or JDRF.