J&J runs baby photo competition for charity

Johnson & Johnson has launched the Baby of the Year (BOTY) contest with a digital-counter, tracking the number of entries via social media and pledging to turn the final number into cash donations.Each entry will account for RM1, with a minimum pledge by Johnson’s Baby. However, if the number of entries rises above the minimum pledge, Johnson’s Baby will match the figure in cash.“Supporting one’s community has become such an important part of our everyday lives, and with this, we at Johnson’s Baby have found a way that all Malaysians can contribute, with the introduction of matching entries with donations, at this year’s Baby of the Year Contest,” said Vaibhav Saran, general manager of Johnson & Johnson Malaysia.“We hope that the combined efforts with our customers will enable Orphan Care to provide better care and well-being to the future of Malaysia,” Saran added.Orphan Care, a non-profit organization for babies that have been abandoned, will be receiving the donations from the contest.Johnson’s has also announced that it will be rewarding prizes to every 2222nd entry via social media.This year’s contest also gets more social as all babies photo entries on Facebook can be personalised. The BOTY app on Facebook gives parents the opportunity to decorate their baby’s photo with various colourful icons made available on the app, which can then be uploaded as profile pics. This year the competition also has an official hashtag, #BOTY2014.To-date the contest has received over 8240 entries via the online Facebook application which equals to RM8240 donations raised. All media strategy and execution is handled by UM Malaysia.