So far Unilever’s brand Impulse and Sure have sent hundreds of personal care items to beauty banks via Mischief, the agency said. Engine Mischief added that it's working with a number of food brands and existing or new food bank partners to work out how PR send-outs can be matched in donations.
According to the agency, it is seeking to address the imbalance of food parcels, personal care items and luxury homewares being sent to influencers and media for free while children and families struggle with food access during the pandemic.
The agency said it will organise logistics, charity liaison and product delivery pro bono.
“This is not to say we don’t recognise the value of influencers and media receiving product, reviewing it and sharing on their social media pages,” said Lucy Hart, head of strategy and insight. “But we understand that media value, and real human value are very different things. We’d like to work with our clients to deliver both reach and real impact to all people.”
The consumer agency said the move started with it assisting a few clients or influencers with getting product to local banks. Engine Mischief is now talking to all its clients about rolling out as part of their 2021 programmes.
Hart said: “We hope this programme can start a conversation in the industry whereby more agencies and clients work together to donate like-for-like product from media and influencer mail outs to those who need it. Imagine the difference we could all make to people facing hardships.”