Sher Singh, Magic Bus join hands for ‘BEASPORT’ campaign

The primary goal of BEASPORT is to drive global awareness and economic self-sufficiency for Magic Bus, an NGO working for underprivileged children

e4m by Priyanka Nair
Updated: May 11, 2012 7:28 PM
Sher Singh, Magic Bus join hands for ‘BEASPORT’ campaign

Magic Bus, an NGO working for underprivileged children, along with leading Internet and media companies, is coming together to apply innovative social media and e-commerce principles to help scale and develop a non-profit social media movement called ‘BEASPORT’. Sher Singh, an online lifestyle brand, is closely associated in this initiative.

The primary goal of BEASPORT is to drive global awareness and economic self-sufficiency for Magic Bus. The goal is to raise awareness and funds for Magic Bus via social media platforms, which consists of a microsite that will pull feeds from dedicated BEASPORT YouTube, G plus, Facebook, and Twitter accounts. A music film by Kunal Avanti feat featuring Magic Bus children has also gone viral.

Matthew Spacie, Founder and CEO, Magic Bus, explained that the campaign is focused on profiling the exceptional journey of individuals, many of them sportsmen and women, to get to where they are now.

“Magic Bus uses the metaphor of sport to change behaviours in nearly 3,000 slums and villages and over 200,000 children across India,” Spacie added.

The BEASPORT campaign was launched earlier this week with leading cricketers, who participated in the first Google Plus hangout, where they spent time with Magic Bus children online. The theme of the programme content is ‘One Journey Inspires Another’. Leading media companies from the online and offline world will help produce and drive views of this content, with the goal being to get one million people to participate this summer, and by the end of 2012, ten million global participants.

Talking about the campaign association, Sonny Caberwal, Co-Founder, Sher Singh, said, “As experienced entrepreneurs, we constantly think about how social media and e-commerce can be leveraged to help our business, there are clear parallels between our for-profit strategies, and ones that can create economic self-sufficiency for Magic Bus in time. We wanted to apply those same principles to Magic Bus because in many ways NGOs face the same issues as for-profit companies.”

The programme has specific quarterly fund-raising goals tied to high-profile sporting events and the goal is to send Magic Bus kids from slums in India to participate in these events around the world, which include FIFA, English Premier League, Indian Premier League, and NBA.

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