The Truly Loving Company (TLC) has launched the "Project W.A.T.T.S. (Where Aid Turns to Sustainability)" campaign, with interaction marketing agency Arachnid on board as the official agency on a not-for-fees and not-for-creative-awards basis.
The agency has pledged its marketing strategy, creative and technology services for the campaign, which aims to help 12 charities in Malaysia by using collected funds to convert the charities' lighting and electrical appliances to energy-saving ones, thereby decreasing their monthly bills way into the future.
This campaign, accessible at http://www.projectwatts.org, is open to all Facebook users and allows users to start their own private fund-raising initiatives towards the same cause.
"We had always wanted to interact with and involve the public in our campaigns but we did not have the social media and interactive marketing expertise in house. We thank Arachnid who came forward on a pro bono basis," said Julia Chong, CEO of TLC.
Other partners in the campaign include Philips, Panasonic, ntv7, Renaissance Hotel and nuffnang.