Launching online at wagamama.com/giving on 30 November the initiative is designed to bring alive the spirit of giving in Britain, and put the focus on kind deeds this Christmas, with Wagamama hoping to raise £20,000 in total for the charity by 25 December.
The site offers people the chance to nominate friends, family or someone in their local community who has been selfless and earn them recognition for their good deeds, whilst donating to UK Youth.
The simple process consists of uploading a picture or video with an explanation of the kind deed and for every nomination throughout the month of December, Wagamama will donate money to UK Youth.
At the beginning of 2013, a committee, including UK Youth ambassador and Mobo winning rapper Sway, will decide on the ‘kindest’ person and reward their good deeds with £5,000.
The campaign will also provide the opportunity to donate to UK Youth and get involved via an inspiration gallery.
This ‘kindness gallery’, also on wagamama.com/giving, will display pictures and videos uploaded by the public, visualising what inspires them to be kind, be it a cake baked by a team member in the office, or jumpers donated to a homeless shelter.
The top three of these kindness gallery pictures or videos will be uploaded to Wagamama’s Facebook page every week, and the most liked will win £50 worth of Wagamama vouchers.
Additionally, for every Facebook ‘like’ Wagamama receives by the end of 2012, further funds will be donated to UK Youth by Wagamama to help reach the goal of £20,000 donated by the end of the campaign
Ingrid Williamson, director of marketing at Wagamama said, “We’re delighted to announce our first charity partnership with UK Youth, and the ‘be different, be kind’ campaign.”
“At wagamama we believe that giving really can remind us of the needs and lives of others, and we hope we can raise lots of money but also awareness for UK Youth, whilst giving everyday people the recognition they deserve for being selfless”
Charlotte Hill, chief executive of UK Youth, added. “We’re really excited about working with Wagamama. They clearly share our passion for supporting young people and this is a really innovative way of raising our profile and generating funds for our work.
“We can’t wait to hear about some of the kind things that people are doing around the country!”
The partnership and campaign is Wagamama’s first charitable tie up, and aims to give everyone the chance to not only donate in an easy and interactive way online, but also reward kind deeds that have been done for them by others, especially at Christmas, the traditional time for giving.
The promotion will be supported in Wagamama’s 85 UK restaurants and via their main website.
Cara Mason @FemaleFirst_UK