MAL for Libraries

Mike, Danny & Kabelo

BBDO South Africa CCO and MAL Foundation founder Mike Schalit with Kabelo & Danny K

Got this communiqué in my in-box today, and I think it’s worth reproducing in full. It’s about something that’s close to my heart: how businesses can do something about the state of the country, other than complain, and for me step one is fixing the education system.

I support a fantastic organisation called Partners for Possibility (p4psa.org), that empowers headmasters, teachers and parents. MAL and SHOUT are tackling a different aspect of the problem: getting more libraries into under-serviced schools.

MAL, in case you didn’t know, is Mike Schalit’s non-profit ad agency that promotes innovative thinking to solve real-world problems (MAL stands for Make A Life/Make A Living). Read more here.

Here’s the supplied information about their latest initiative:

SMILE, FOR A BETTER TOMORROW

Pre-fabricated structures are delivered and lowered onto reinforced foundations

Pre-fabricated structures are delivered and lowered onto reinforced foundations

BBDO SA teams up with SHOUT to launch new track aimed at raising funds for libraries

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 sizeable creative clout into the design aspects for the new track including the album artwork, guerilla 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.

Cladding, ventilation systems and stairs are added -- then the shelves and books

Cladding, ventilation systems and stairs are added — then the shelves and books

“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.

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Well, all I can say is, hats off to Schalit and co. What a great initiative, and so proud it’s coming from the ad industry. Check out the Facebook page here, and the website at http://www.ideas4good.co.za.

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