Out There Impact, the division of the leading mobile advertising and data monetisation company, Out There Media, committed to using the power of mobile for the greater good, has partnered with the Mandela Mile initiative to raise awareness of International Mandela Day and its virtual ‘Step Up!’ event honouring the late South African president.
The partnership will see Out There Impact leverage its mobile messaging engagement platform to run a pro-bono campaign in Ghana and South Africa inviting the mobile users to take part in the virtual event on 18th July.
Out There Impact will work with the Mandela Mile and its telco partners MTN and Vodacom to run a mobile messaging campaign targeting hundreds of thousands of users in Ghana and South Africa. Mobile users will receive a message with a link to a video of Shanthi Annan, Founder & Director of the Mandela Mile, inviting them join the Mandela Mile and register to the Step Up! virtual event on International Mandela Day.
The campaign—which will go live on 15th July—will serve to increase awareness of the Mandela Mile initiative and encourage mobile users in the selected countries to walk a Mandela Mile towards a United Nations (UN) Sustainable Development Goal (SDG) of their choice. Users taking part in the event will have access to a 24-hour livestream of live performances and talks from global walk leaders, activists, and musicians, as well as access to an augmented reality walk app, sponsored by High Fidelity.
“We are living through unprecedented times; a global pandemic and worldwide outrage at ongoing systemic racism. These issues give us additional cause for reflection on the journeys of Mandela and Annan who both strove to rid the world of injustices and inequalities during their lifetimes,” said Shanthi Annan, Founder & Director. “We are excited to be hosting another annual commemoration and global leadership challenge for the International Mandela Day, albeit in different circumstances this year. We’re looking forward to working with Out There Impact again to help us spread the word and raise awareness of the work we are doing to foster a community of natural leaders worldwide.”
The Mandela Mile is an initiative set up to honour the legacy of Nelson Mandela and Kofi Annan. The initiative works with organisations around the world to amplify the voices of today’s leaders, working with them to create a freer, fairer and more peaceful world. The organisation also aims to work towards advancing the UN’s Sustainable Development Goals (SDGs).
The campaign will be Out There Impact’s second for the Mandela Mile. Last year, Out There Impact ran a mobile campaign for the annual event, in partnership with MTN and Vodacom, which reached hundreds of thousands mobile users across South Africa, generating a click-through rate of 4.62%.
“We are excited to be working with the Mandela Mile again for its annual event,” said Daphne Loukas, CEO of Out There Impact. “The Mandela Mile initiative is doing important work in advancing the UN’s SDGs and in striving for a better, fairer and freer world. During these uncertain times, these values are more important than ever, and we know just how powerful mobile can be in spreading the word and raising awareness. We’re proud to be putting again our technology to good use, supporting such a worthy cause.”