SYDNEY – September 27, 2013 – Leo Burnett and Mi9 have launched Made to Grow, a social enterprise created to help raise funds for expressive therapy center KidsXpress.
Made to Grow is the result of a brief to build awareness and fundraising to grow KidsXpress’ operations. The organization harnesses the power of expressive therapies to transform the lives of children impacted by trauma by helping them communicate through music, art and drama.
Leo Burnett and Mi9, in conjunction with KidsXpress, are founding partners of Made to Grow, a project that engages the art, music and drama worlds to commission exclusive works under a self-sustaining fundraising model.
Under the Made to Grow model, when a commissioned artwork is sold, some of the money raised goes directly to KidsXpress and some is used to commission a new work by another established artist.
The aim is to expand commissioned pieces beyond artworks and apply the same self-sustaining fundraising model to photography, music and the dramatic arts, reflecting the range of therapies used at KidsXpress.
Leo Burnett offers pro bono creative, strategic and production services including producing a video and a book showcasing artworks created by 21 children who have completed the KidsXpress program.
The artworks will also be exhibited and auctioned at the KidsXpress Center at EQ, Moore Park.
Meanwhile, Mi9 employees have staged an ongoing series of events and programs to raise the start-up funds for Made to Grow.
Margo Ward, KidsXpress founder and CEO said: "Mi9 and Leo Burnett have captured the transformative power of healing a child using the KidsXpress unique expressive therapy program through the social enterprise, Made to Grow. Together the trio bring something new to the world of giving and an extraordinary t to society."
“Made to Grow has the potential to fund significant expansion of KidsXpress so that its pioneering work can reach more children in more places both locally and even overseas,” said Andy DiLallo, Chief Creative Officer Leo Burnett Sydney.
“It takes what is at the heart of KidsXpress work – creative expression – and turns it into a self-generating revenue source to help create better futures for kids. We are proud to launch such a meaningful project with the power to transform the lives of kids impacted by trauma.”
Mi9 CEO Mark Britt added: “Our partnership with KidsXpress is about creating more than ‘just a job’ for our people who realize they have a role to play in the world, and feel a responsibility to do that well.”
“Our industry thinks creatively for a living. Made to Grow is a perfect example of three organizations coming together and thinking creatively about how the media and advertising industry can make a real difference.”
Made to Grow’s first commissioned artwork is by six-year-old child prodigy Aelita Andre. Based in Melbourne, Aelita is already established as an international artist, having exhibited in New York, Hong Kong and London.
Aelita’s triptych, Blue Ocean, was unveiled at the launch and will be sold to support KidsXpress.
The exhibition runs until 2 October.
