An iPod's Humanitarian Message

Group Partners with Apple to Help African Orphans

Tomorrow Trust, an organization which seeks to help children orphaned by HIV/AIDS, worked with Apple to create a custom package for iPod Nanos and developed a partnership which allowed them to share in the profits. The organization also created a book called "A Mother's Legacy" which featured stories about the dying mothers, chronicled for their children.

To promote "A Mother's Legacy," a small insert was placed inside the iPod's see-through package container. Loaded onto the special iPods were a podcast, pictures and a video all relating to the book.

In the first two months the equivalent of approximately $54,000 USD was raised for Tomorrow Trust with over 1,500 books and all the limited edition package iPods sold out. The effort won a Bronze at the Loerie Awards
TitleiPod Baby
Campaign iPod Baby
Advertiser Tomorrow Trust
Brand Tomorrow Trust

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PostedSeptember 2008
Product Subscribers Only
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About TBWA\Hunt\Lascaris Johannesburg


The challenge is to orchestrate a brand’s behaviour across these multiple channels and across multiple geographies. This requires a powerful and unifying idea.

This is where TBWA\’s philosophy of Challenging Convention comes into play.

Challenging Convention is not a force of destruction. It is creation, a means of developing with something dynamic to replace something static. 

It is the art of asking better questions. It is the polar opposite of assumption and prejudice, which only gets in the way of imagining new possibilities.

Unconventional ideas define the brand’s behaviour across all channels while supplying the core means for differentiation and business growth.

We believe that creativity drives progress. That is why we like to take calculated risks.