Award Category
In Recognition of Pam Lane - Pro Bono Cause Marketing Initiative

OMD Sydney

The Pyjama Foundation

Collaborating Partners
MCN, UnLtd


The Pyjama Foundation improves educational levels of kids in foster care. UnLtd connected The Pyjama Foundation with OMD, tasking the agency with a brief and budget of $30,000. But OMD asked the foundation to keep the money and focus it on the children. The goal was to raise awareness, donations and acquire volunteers to become Pyjama Angels using National Pyjama Day.


OMD came up with the idea of ‘Little people with big dreams’. It wrote a script and sourced talent for the TVC and voiceover from across the agency. Partner MCN assisted with production of a TVC, audio and stills by securing production space, managing crew and equipment, directing and filming, providing the audio track and handling compliance for OMD – all free of cost.

OMD reached out to key media partners and secured TV, radio, and advertorial in magazines, strip ads in newspapers, digital ad support and OOH across Sydney.


Results included 100% increase in funds, raising $160,000 for The Pyjama Foundation (versus $80,000 in 2015); a 30% increase in participation on Pyjama Day with 55,000 participants and a 90% increase in registration numbers. There was increased engagement with the hashtag and a rise in the national profile of the Pyjama Foundation. Large individual donations were also received. Costs: $1,652,156 in free of charge media inventory, $35,000 in free of charge production, and 100+ OMD head hours.

It has now extended its involvement from a one-off campaign to providing ongoing support for The Pyjama Foundation. OMD developed a platform that celebrates the charity support of the wider OMD community – OMDonate – which is now across APAC.

Judges Comments

Judges were really impressed with the results and the engagement on all levels – given the complexity of some of those relationships. This was a strong activation that really delivered.