Mullen Lowe Group says it will donate the monetary replacement value of all the Lions it wins at this year's festival to support hunger and earthquake relief in Nepal. Through a program called "Can Your Lions," the agency is asking other Cannes winners to do the same.According to Mullen Lowe, it costs 50 cents to feed a person in Nepal for one day. So, a Cannes Grand Prix statue—valued at $2,906—is worth 5,812 days of food. Gold, silver and bronze Lions are worth $1,280 each—or 2,560 days of food.
The total value of all Cannes prizes is $1.5 million. And because it costs just $0.50 to feed one person for one day the #CanYourLions campaign could feed up to 3,000,000 people—if Mullen Lowe can spread the word to the advertising community.
[embed]https://youtu.be/7L7pHhmPzCc[/embed]To drive awareness, Mullen Lowe is pushing user-generated content around the hashtag #BuildYourLions—inviting more winning agencies to join Mullen Lowe and pitch in for the cause. Mullen Lowe uses TwineSocial to display the very latest tweets on in a custom-styled social wall on the Can Your Lions webpage.
Check Out Mullen Lowe's Implementation of TwineSocial on #CanYourLions
The result is $92,506 donated — that's 185,012 days of food —so far. And still counting.
Invite a Cannes winning agency you know to join the pledge by tweeting your thoughts using #CanYourLion. It may be the single most selfless act one can perform in under 140 characters.