In celebration of National Cupcake Day on 28 September 2019, Defy has joined forces with non-profit organisation Cupcakes of Hope and South Africa’s no. 1 radio station Metro FM to bake a sweet difference in children’s lives across the country.
Aimed at raising funds and awareness around childhood cancer through everyone’s love of sweet treats, the Cupcakes of Hope Foundation provides much-needed financial support to families requiring medical assistance. The new partnership combines delicious cupcakes and digital technology to encourage the community to come together in support of a great cause. The campaign kicks off today, 17 September.
Defy also hosted an exciting PR launch for media members and social media personalities, who were invited to decorate cupcakes to drive engagement across social media with the official hashtag #BakeADifference. The leading manufacturer then committed to donating money to the Cupcakes of Hope Foundation for every engagement received on the day.
“It is of huge importance that Defy, as an organisation, consistently gives back to our communities,” says Rajan Gungiah – Regional Marketing Director Defy Sub Saharan Africa. “Partnering with Cupcakes of Hope to further their on-going commitment to deliver hope across the nation enables us to do our part in making a difference.”
Familiar face and popular entertainment personality, Nay Maps is particularly passionate about the campaign. The Uzalo actor and aspiring music performer holds the initiative close to his heart and will be urging his enormous group of social media followers to join the #BakeADifference movement.
Now, Defy is calling on fellow cupcake enthusiasts to whip up a tasty treat of their own and share their creations on social media using #BakeADifference. For every engagement received, Defy will donate R1 to the Cupcakes of Hope Foundation, just as they did for the PR launch.
Alternatively, those wanting to join in on the fun can also create their own digital cupcake online. Visit www.defy.co.za/bakeadifference to try your hand at building a digital version of your favourite cupcake. Don’t forget to share your unique creation using #BakeADifference.