Nickelodeon Launches Large-Scale Pro-Social Campaign
Nickelodeon UK has launched the next of its pro-social initiatives to celebrate Dora the Explorer’s 10th anniversary on air as part of the network’s global CSR campaign – Nick’s Big Help.
Dora’s Beyond the Backpack Foundation invites people to apply for funding to experience more adventure in the spirit of the global pre-school property.
The Foundation, open to all age groups, receives applications via a dedicated microsite www.dorabeyondthebackpackfoundation.org. Applicants are asked to describe their adventure, why it’s important to them and what they will learn from it. The microsite offers tips and advice on being more ‘adventurous’.
Nine A-list film and pop stars, models and rock royalty are supporting the campaign and have designed nine bespoke limited edition Dora the Explorer backpacks to be auctioned for UNICEF. Bidding opened on 30th September on ebay.
UK and Hollywood designers include: Jade Jagger, Salma Hayek-Pinault, Matthew McConaughey and Camila Alves, Shakira, Sheryl Crow and Slash.
The campaign is fronted by fashion designer Jade Jagger, she said: “I think its great the Foundation has been set up to help everyone embrace their sense of adventure.”
It follows Nickelodeon research revealing 92 per cent of kids have never slept under the stars or swum in a lake. Seven out of ten parents say kids lack a sense for real ‘adventure’.
Nickelodeon MD, Tina McCann, says: “We’re delighted to announce the launch of this pro-social initiative which encourages people to embrace Dora’s spirit in her birthday year. It’s about empowering kids and families to share experiences and learn new things.”
McCann adds: “Nick’s Big Help aims to encourage kids and families to be happy, healthy and aware of the world around them.”
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