Women focused US television channel WE.tv joined up with the guys at Goodwill, to announce the launch of their joint “Pledge 24 in 2010” campaign yesterday. The campaign aimed at women tries to encourage women to offer at least 24 hours from their time for volunteer work in the upcoming year.
Participants can enter their pledges through WE.tv-s online form that will be available through January 31, 2010.
Although users have to give their (valid) email addresses during the registration, and have to opt-in for at least one of WE.tv’s thematic newsletters, SVP of marketing for We TV, Kenetta Bailey, emphasized that building the network’s e-mail database is not a primary goal of the campaign. “But if people are interested in more information on We TV, we want to give it to them,” she was quoted as saying by DM News.
As a part of their campaign, WE.tv was also reported to reach out for over 150 charity organizations, to urge their volunteers to register for 24 in 2010.
According to WE, the organization that receives the most pledges during the registration period, will receive a PSA package from We TV, including 60 PSA spots to run on sister network Wedding Central during April 2010, national volunteer month. The winning nonprofit will get a one-month spotlight as “Charity of the Month” on WEVolunteer.tv with a banner that links to a full-page profile.
Actress Cynthia Nixon of Sex and the City is also rumored to appear in a series of We TV PSAs in 2010 encouraging consumers to volunteer with the tagline “What a difference a day makes.”
