LBB + OLPC = GOOD
Why egocentricity is the new philanthropy, or how to turn your city know-how into a child’s bright future.
By Maria Popova
It’s a well-known fact that the advertising industry is a self-revolving beehive that buzzes solely about itself, glorifying and aggrandizing every effort that leads to awards meaning nothing to anyone else. Or so the stereotype goes.
But regardless of its veracity, we applaud it when someone takes a perceived fault and turns it into something that benefits others.
That’s exactly what Little Black Book, the publisher of guide books and online city directories for ad folk, is doing in their charity partnership with One Laptop Per Child. (Which, as we all know, we’re big proponents of.) All you have to do is recommend a restaurant, bar, hotel, squash club — any good place to take a client — in a major advertising city. LBB has pledged to donate £1 for every new recommendation, up to £20,000.
In essence, all you’re donating is your time, and a child in the developing world gets a shot at a life of knowledge and self-sufficiency. You’ll never feel better about your bar-hopping expertise.
Published April 10, 2009