The initiative is supported by Asia’s No. 1 sports content provider ESPN STAR Sports (ESS), whose association with Special Olympics in Asia goes back to 2006. ESS will be extending on-air exposure on its networks for airing commercials promoting the initiative over a two-month period.
Under the ‘Pinch A Dollar for Special Olympics’ campaign Affle will generate donations in two ways, first by donating 100 per cent of the net revenues accrued from the download of their messaging app called Pinch to Special Olympics between October 25, 2011, to December 24, 2011. Secondly by creating a sub-app, within Pinch where consumers will be able to donate in denominations of 10, 20, 50 or any other unique amount.