In March, LG announced its partnership with the Smile Foundation, an NGO that provides comprehensive care to children living with facial abnormalities throughout the country, and so far, it’s been a great success.
But LG wants to do more for the communities that have supported it for more than 20 years, announcing The Parlotones as its brand ambassador to the Smile Foundation.
The Parlotones have been creating genre defining South African rock music since 1998, when they first met in Johannesburg. Little did they know back then that they were meant for greatness, but their commitment and dedication eventually bore fruit when, in 2003, they self-released their first album, Episoda. Since then, they’ve released multiple platinum selling albums, won numerous awards, filled arena after arena, and even opened for the FIFA 2010 World Cup.
“We are very proud to be part of this exciting programme with LG and Smile Foundation, not only does our music bring people together but more importantly it allows us to communicate messages of change, positivity and goodwill,” adds Kahn Morbee, The Parlotones frontman.
But The Parlotones are more than a successful rock act, one of the most successful groups to ever come out of South Africa even; they are a group of electric personalities and a powerful voice for change. And over the years, they’ve used their high profile to raise funds and awareness for a variety of social and environmental organisations.
They were the perfect fit for an excited LG, who hope to roll out several activities and engagements over the course of the next few months.
“As an innovative leader, LG Electronics South Africa is committed to adding value toward our communities and this collaboration with The Parlotones aims to contribute to our goal; positively helping children in need of surgery for treatable facial anomalies, burns and other facial conditions,” says Mr. CY Kim; Managing Director at LG South Africa.
The good work The Parlotones do will complement LG’s current partnership initiative with The Smile Foundation, where LG will donate R100 for every LG product purchased.
It’s a nationwide initiative, spanning LG’s entire retail footprint. It’s through those donations that the Smile Foundation can put smiles on the faces of children who can then live their lives filled with self-confidence.
To date, LG has raised R240 000, for the Smile Foundation through this campaign.
The Smile Foundation has already assisted more than 2 000 children – that’s 2 000 children who have the potential to change this country for the better. But LG hopes to grow that number significantly, and thanks to The Parlotones, they’re one step closer to achieving it.
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