Press release by EuropeActive member CityFit, a Polish chain of innovative fitness clubs:
Have you ever come across mean comments online? Of course, we’ve all seen lots of them – or maybe even written a few of them…? But now all haters are shaking in their boots, and it’s all due to the Meanie Busters. The campaign run by the CityFit chain and the Cancer Fighters Foundation is now supported by leading MMA fighters.
Imagine such a situation: you have written an extremely mean comment. You press “Send” and watch the response with satisfaction. Until someone replies with a short video. And in the video…
…the best MMA fighter in the world says (directly to you!): What’s with that comment up there?
Oops, this means that you have just been targeted by the Meanie Busters, who reply to mean comments (mainly on Facebook) with special graphics or short videos. In these responses, they say: instead of being a meanie online, better donate a few złotys to children fighting a really mean opponent… cancer. The faces of the campaign are two brave kids, Bartek and Nadia, who know all about fighting the meanest of diseases, supported by MMA fighters: Joanna Jędrzejczyk and Artur “Kornik” Sowiński.
The Meanie Busters campaign was developed on the basis of an initiative created by the CityFit chain in cooperation with the Cancer Fighters Foundation, which supports children with cancer. The aim of the campaign is not only to help young patients in the Foundation’s care, but also to increase social awareness of hate and of physical activity as an important element of cancer prevention.
"With this campaign we want to encourage people to change their perspective and to turn bad energy into something good. Positive attitude and mutual support are values which are important to our brand and we really hope that together with our Ambassadors we can convince the unconvinced that helping is cooler than hating" says Karolina Bałaban, PR Manager at CityFit.
On the campaign’s website you can make donations and buy charitable entry passes to CityFit clubs, with profits going to the Foundation. In addition, CityFit has also created an option for club members to add a charitable donation to their entry passes.
"Every day we’re doing everything we can to ensure that our Fighters have lots of reasons to smile. The funds collected through the campaign will help us organise more campaigns, but most importantly – buy specialised medical equipment, which will contribute even more to the quality of medical treatment provided to the children we care for" says Marek Kopyść, President of the Management Board of the Cancer Fighters Foundation.
Promotional materials for the campaign are produced and distributed by GPD Agency from Poznań (whose clients include Lidl, CityFit, Dr. Oetker, Lisner, House, Lubella, Hochland), which created the concept behind the campaign. The Meanie Busters are also supported by the Tpay.com payment system and a software development company, NVT. Whereas the Newspoint team and app help us locate the meanest comments.
More information about the Meanie Busters can be found at www.pogromcyzlosliwosci.pl.