M&M's launches laughter-driven social campaign

HACKETTSTOWN, N.J. — M&M’s brand aims to raise both money and awareness for its Red Nose Day campaign by asking consumers to make someone else laugh.  Mars Chocolate North American announced that the colorful candy brand will kick off the new #MakeMLaugh campaign to support Red Nose Day as it debuts in the United States. The social campaign kicked off today at M&M’s World in New York today.

 

The brand said it hopes to make a $1 million donation to the Red Nose Day Fund, which supports nonprofit organizations that elevate children and young people out of poverty in the United States and abroad. M&M’s is jumpstarting the effort with a $750,000 donation and is asking consumers to make up the balance by using or engaging with #MakeMLaugh.  For every engagement from May 11 to May 21, the brand will donate $1 to the Red Nose Day Fund.

 

"The M&M'S® brand and our beloved colorful characters make the world laugh every day, so using our sense of humor to generate awareness and donations for the Red Nose Day Fund is a natural way for us to rally our enormous fan base around this great cause," said Lee Andrews, VP corporate affairs, Mars Chocolate North America. "Our goal is to raise tremendous awareness and support for Red Nose Day, and to demonstrate how fun fundraising can be."

 

The charity organization behind Red Nose Day is called Comic Relief, which was co-created in 1985 by Academy Award nominee and Emmy Award-winning writer-director Richard Curtis, whose films include “Love Actually,” “Four Weddings and a Funeral” and “Notting Hill.” 

 

"After a wonderful partnership with Mars in the U.K., it's brilliant to have the M&M'S Brand supporting the first Red Nose Day in the U.S.," said Amanda Horton-Mastin, innovation director, Comic Relief. "We hope that consumers will enjoy the comedy and fun that sit at the heart of both brands and will join in to help transform children's lives both in the U.S. and internationally."

 

The Red Nose Day campaign will conclude to a three-house fundraising event on NBC on Thursday, May 21. Notable stars such as Julia Roberts, Will Ferrell, Jodie Foster and Reese Witherspoon will be on hand to help raise money.