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WWF/Mother Earth School Art Competition

Mother Earth wanted a promotional campaign to help launch their children’s snack bars into the snack food market.  However, they didn’t have a big budget like their much larger competitors.  They needed something totally different and affordable.

AMG developed the concept of a major national school art competition. Working in association with the World Wildlife Fund (WWF), children from over 500 primary and intermediate schools painted their themed 2.5m x 1.8m artworks, which were then regionally judged by local artists, celebrities and MP’s.

The national final judging was held at a gala auction event attended by over 600 people.  More than $40,000 was raised by auctioning the 24 finalists’ artworks with the proceeds going to WWF.  In addition, a percentage of the sale of each Mother Earth snack bar was donated to WWF.

The art competition attracted significant and ongoing publicity in newspapers, magazines, radio and television.  Large classroom posters, take-home packs and fundraising initiatives extended the brand reach.

The WWF/Mother Earth school art competition was so successful it ran for four years, with the final accolade being the purchase of Mother Earth by multinational Cadbury.

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