A new campaign for the SurfAid charity organisation from BWM Dentsu encourages people to literally make a donation in their sleep. The organisation, which works hand-in-hand with the communities of Western Sumatra, Sumbawa and Sumba in the Mentawai Islands of Indonesia, to bring about positive, sustainable health change, is partnering exclusively with BWM Dentsu and Spotify for the campaign, which they are calling “Surfify.”
A new campaign for the SurfAid charity organisation from BWM Dentsu encourages people to literally make a donation in their sleep
The project is built around an album available from the online streaming service featuring the relaxing sounds of the surf. Every time a track from the album is played, a small royalty fee will be donated to SurfAid, and as playing the album costs the listener literally nothing, users are being encouraged by the charity and BWM Dentsu to play it as much as possible, share it with friends, and even leave it running whilst they are sleeping, as even if it's played on mute, you'll still be raising money. The campaign is explained in more detail in a short 90 second film (below), which also explains a bit about the charity, its history and its volunteers, most of whom are (of course) surfers).
Surfify
BWM Dentsu Sydney's chief strategy officer and managing director Jamie Mackay, said the agency was proud to have created such an innovative campaign for such a worthy cause. He said they wanted to “Create a fundraising tool that could be easily used by an audience outside of just the surfing community,” and they think they’ve hit the nail on the head with Surfify. He adds that “The tracks on the Surfify album are perfect for meditation, for parents who want to sooth their babies, or for anyone who wants to chill out.” What they really, want, however, is for “People to put Surfify on repeat overnight; that way they’ll be lulled to sleep by to the soothing sounds of the surf and SurfAid will get the royalties.” Sounds like a win-win to us!
The project is built around an album available from the online streaming service featuring the relaxing sounds of the surf
SurfAid helps improve the health, wellbeing and self-reliance of people living in isolated regions where usually only enthusiastic surfers visit. Over the past 15 years the charity has been working together with communities and local governments to prevent mother and child suffering and death. SurfAid co-founder Dr Dave Jenkins, said Surfify would help SurfAid provide assistance to remote Indonesian communities for another 15 years. “We’re encouraging as many people as possible to listen to the Surfify album and share it across their social networks. Every time a track is played SurfAid is a little closer to changing someone’s life for the better,” he said. You can learn more about SurfAid and listen to the Surfify album on the SurfAid website and you can also find the playlist by searching for “Surfify” on Spotify. If you don't have Spotify. Get with the times already!
