Right in time for the holiday season, Agency.com, New York has launched a pro-bono campaign, coined "Seed a Dream," for nonprofit firm Trickle Up, which primarily aids individuals in African, Asian and Latin American nations escape poverty by helping them build small business enterprises.
As part of its '07-08 fundraising effort, Trickle Up enlisted Agency.com to consult on media buys and build the "Seed a Dream" destination, which features a 75-second animated short narrated by actress Maggie Gyllenhaal (who also submits a posted letter on the site). The short highlights three visual storylines on how it takes so little to seed a dream in these foreign lands, with an animated thread running throughout that eventually morphs into the Trickle Up necklace. With a $100 donation, which the company says provides enough capital to make a small business plan come to life, charitable folks receive the three-charmed necklace, designed by New York jewelry designer TENTHOUSANDTHINGS.
Along with the website and media advisement, Agency.com is also managing the Trickle Up Facebook community.