CHE Proximity Kick-Starts Swap60 For The Mirabel Foundation

CHE Proximity Kick-Starts Swap60 For The Mirabel Foundation
B&T Magazine
By B&T Magazine



CHE Proximity (CHEP) has launched The Mirabel Swap60 campaign for not-for-profit The Mirabel Foundation’s first campaign to raise awareness and important funds for children who have been orphaned or abandoned due to parental illicit drug use.

Mirabel’s Swap60 encourages Australian companies and individuals to donate $12 per person and swap an hour of work time for an hour of family time at 4pm on 4 August 2016, in recognition of those children who aren’t fortunate enough to spend family time with their parents.

Kick-starting the campaign is today’s Slacker Tracker activity, which will see Lawrence Mooney let loose on Twitter to target those wasting their precious characters on frivolous subject matters. Lawrence will be scanning Twitter for timewasters, film a bespoke response urging them to waste their time on Swap60 instead, and send it to them in real-time.

The Slacker Tracker event is part of a comprehensive campaign driven by social media and PR activities. The campaign will be supported by the organisation’s suite of ambassadors, including Jimmy Barnes and Shane Jacobson, and pointers about how to spend time with our families (for those of us who don’t do it enough).

The Mirabel Foundation founder and CEO, Jane Rowe, said, “Swap60 aims to bring crucial awareness and resources to Mirabel, and Slacker Tracker will provide an exciting springboard for this conversation. The more people involved with Swap60, the louder the message to Mirabel children that they are not forgotten and the community truly cares. Together, we will make a difference to their future.”

CHEP chief operating officer, Andrew Drougas, said: “As an agency we have been privileged to work with The Mirabel Foundation to develop the Swap60 campaign which has been integrated across each part of the agency. More importantly, we’ve been allowed the chance to be a part of something that truly makes a difference. We’re leading from the front and have registered our agency to participate in Swap60 and ask our industry  colleagues to do the same for this worthy cause.”




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