BBDO South Africa CCO and MAL Foundation founder Mike Schalit stood proudly today alongside SHOUT founders and SA celebrities Kabelo and Danny K. The trio took the stage to launch the third track in a series of songs released by SHOUT to raise funds to help fight crime by donating to a variety of crime-focused NGOs and initiatives. With the launch of the track SMILE, the focus now shifts to education.
“All funds raised from the download of the new song will go towards the building of SHOUT SEED libraries across the country,” says Schalit. “This track isn’t intended to just spread smiles; it will open horizons as each download literally puts bricks in a wall. It’s a real piece of hope built one smile at a time for a smarter future generation.”
BBDO South Africa channelled its sizable creative clout into the design aspects for the new track including the album artwork, guerrilla stickers and digital banners. The agency conceptualised and produced the SMILE music video which features a host of top local musicians, celebrities and influencers lending their talents to the new track.
“We’re an ad agency with an ambition to make more than just ads. We’re trying to make a difference. Since the beginning we’ve understood that creativity can change the world – and we’re making small steps with the SEED libraries. To date we’ve opened a total of seven libraries changing the lives of over 12,000 township school children every day,” says Schalit.
Together with SHOUT SA, Breadline Africa, Architects of Justice, LEAD SA and corporate sponsors including Chicken Licken, Pick ‘n Pay and Exclusive Books, the MAL Foundation has opened the doors of seven libraries scattered across SA. “We’re sowing SEEDS to grow young minds for a more vibrant next generation of South Africans. We challenge more companies to come forward and help make it possible. We make a living by what we get – we make a life by what we give,” says Schalit.