What we did:
Wood Street Misson and SmartStart:
Helping to raise 1 million for SmartStart gives struggling families non-branded school uniforms, coats, sports kit and stationery for children in pre-school, primary and secondary school. It helps families throughout the school year but the majority of kit is given out in the run up to the new school year in August.
How we got involved:
We were approached by our publisher of The impossible Line Chillingo, as we have created game trailers and launch videos for them, we then started to discuss how we could help Wood Street and the SmartStart project get noticed.
Adam Dickinson, Production Director, Mi:
“As a parent of one of the voices in the launch video, I can really identify with the problem. When discussing with Roseanne Sweeney (CEO, WOOD STREET) the subject matter I was explaining only that morning the stress I had of finding my son the right fancy dress outfit for comic relief day…. Roseanne then without any malice brought it home to me, and humbled me that on that day children in poverty are often absent from school… as if they cannot find enough money for a uniform, then they certainly cannot find it for a fancy dress outfit. Wham! Like a frying pan to the face the problem hit me. Along with an idea for the creative.”
“If any of you as employers were to interview someone with a yellowing shirt or threadbare trousers, it’s pretty unlikely you would employ them. Without education they would not even get to that point. The economics really speak for itself, Investment now will save a generation from being subsidised.”
“Speaking as a parent and employer, we need to make sure every child has a chance to be all they can be, to dream of becoming a knight, a pirate, an astronaut, a nurse, a ballerina and of course a superhero … and we all know every superhero needs a uniform.”