Virgin Re*Generates

Virgin Mobile Canada is rallying support from their digital-savvy consumers for the Re*Generation program, a charitable initiative that raises money to support at-risk and homeless youth. 'Virgin Mobile has a very strong young customer base,' says Chris Baines, pro-social and PR manager at Virgin Mobile Canada, 'and we know these young people want to help their own generation.' This year, they'll launch TXT2Clothe, allowing mobile device users to text Virgin, which will then donate an item of clothing to youth in need.

Virgin Mobile Canada is rallying support from their digital-savvy consumers for the Re*Generation program, a charitable initiative that raises money to support at-risk and homeless youth. ‘Virgin Mobile has a very strong young customer base,’ says Chris Baines, pro-social and PR manager at Virgin Mobile Canada, ‘and we know these young people want to help their own generation.’ This year, they’ll launch TXT2Clothe, allowing mobile device users to text Virgin, which will then donate an item of clothing to youth in need.

The most recent fundraiser saw popstar Lady GaGa rock the house with a sold-out concert at Toronto’s Circa Nightclub in November. To spread the word about the event, Virgin counted on their 16- to 35-year-old demo to spread the word via Facebook, with help from Virgin Radio 99.9 and ads in Metro (created in-house). The concert raised $35,000, adding to the $300,000 raised so far.

The program’s retail partners include Samsung, which put out a Re*Generation phone last spring ($15 from each phone went to the program) that sold at retailers like Zellers, Wal-Mart and Future Shop. The funds raised by Re*Generation go to non-profits such as the Broadway Youth Resource Centre in Vancouver.