Red Nose Day, May 26, is now 10 years in for the US, and this year found its way to everything from an edible, life-sized cookie of the contest winner and a car-crushing monster truck ride
Comic Relief US’s fundraising initiative for underserved American children goal this year was to draw donations by encouraging the childlike wonder that millions of poverty-stricken kids might miss. What started with clown-like noses at Walgreens locations, the message spread this year through Instagram sing-alongs, a sweepstakes and new partners such as Lego.
Since 2015, Red Nose Day has raised $370 million to stock community food centers and fund local health workers, among other anti-poverty measures worldwide. Through June 3, contributions on Red Nose Day’s website will unlock an entry into a “Childhood Dreamstakes” for one of six experiences that hope to stir the fanciful wishes of youth. In addition to the cookie and the truck, donors could win an edible cotton candy castle, a personalized hot air balloon ride, a giant model volcano eruption or “a trip to befriend a penguin.”
Comic Relief US is once more relying on entertainers to generate awareness. Halftime skills challenges during the Harlem Globetrotters’ domestic tour featured a custom Red Nose Day basketball. Longtime partner NBC plans to celebrate the decadelong drive with a one-hour special Thursday including “The Voice” coaches John Legend, Chance the Rapper, Reba McEntire and Dan + Shay.
While the Bill & Melinda Gates Foundation is again backing the campaign, the push is also aided by first-time corporate collaborations with some kid-friendly brands. Aimed toward field trips, Lego’s “The Biggest Build” challenge will invite students to design their dream communities at 14 museums around the country. Chuck E. Cheese locations are soliciting round-up contributions at checkout this month and donating 20% of participating sales this Thursday..
Red Nose Day was founded by Jane Tewson and Richard Curtis (writer and director of TV and films including Four Weddings and a Funeral, Notting Hill and Love Actually). It was created out of the firm belief that the power of mass media and high-profile celebrities can raise awareness of issues of poverty to change and save millions of lives.
It is a campaign dedicated to raising money for children and young people living in poverty by simply having fun and making people laugh.
So…where is sport in the mix? For a simple and actionable campaign, even as the NHL and NBA are in key playoff mode, it would seem that sport, especially those with ties to the families of NBC Universal and Comcast, should or could be a natural fit. In the past Blake Griffin was on board, but this year…meh. How difficult would it be for MLB players or those of MLS to don some noses and share in the viral space this week, especially with a cause tied to young people? There are hundreds of Olympic athletes who could use the opportunity to engage and draw attention, especially as we move toward Paris. On the college side? With spring sports winding down, the amount of attention lacrosse, baseball and softball are getting is pretty high, so using that media to draw some well-placed red noses would have a longer lasting effect than just executing during the regular season of even a few weeks ago.
Are there reasons sport would not be involved? Deep playoff runs in hockey and hoops, time and effort committed to other causes, perhaps affiliations with other broadcasters outside of NBC could all be a factor, but for a simple act, donning a red nose and sharing on social, this seems to be an easy one for some enterprising athletes, teams and even a league or two looking for attention ( AVP, WNBA, NWSL, NASCAR, MLS, Indy Car, WTA what say you?).
Teams and leagues, joining the entertainment folks to don the red noses and take a stand together would be strong, even on a busy calendar.
Let The Job Seekers Do The Asking…