As part of Jack in the box’s set of values, it has always been considered critical to be a leader in social responsibility. In 2009 the leadership team, under the auspices of Scott Robinson, developed a plan to assist ‘Not for Profit’ organisations. Although being classed as a regional agency, Jack in the box wanted to make a broad impact and utilise the talents, resources and skills of the organisation to create a long term input, rather than supporting a one-off process which would not produce growth for the recipients.
And so was born, The Orange Seed Project. Appropriately named, it was designed to annually present an organisation with the tools to grow and multiply the benefits. Not a donation, but a practical gift which would facilitate a forward movement and stimulate awareness, activity and assist in meeting clearly defined objectives. Jack in the box, in a partnership with Seven West Media, set about to market the concept, raise the awareness and implement the project.
The Orange Seed Project was also conceived to facilitate the exposure of as many Western Australian charities as possible. The gift was created to offer a gift to 10 Not for Profits totaling $150,000 which included $50,000 worth of marketing services, $95,000 of press advertising plus $5,000 cash.
While the process for candidates was arduous the initial gift attracted over 60 entrants who were then filtered under a defined criteria to 10 finalists. Each finalist was then required to submit a final video, which featured on The Orange Seed Project’s website via ‘YouTube’ and the public were requested to vote for their favourite organisation. This process went to assisting the judges in making their final decision. Over 8,000 votes were recorded.
The finale was held on the 5th December 2012 at The Perth Bell Tower, which was festooned in orange light, orange trees and orange treats. Over 100 guests attended and the judges announced ‘The Perth Bone & Tissue Bank’ as the inaugural Major Gift Recipient.
The major gift recipients of the initial The Orange Seed Project 2012 were The Perth Bone & Tissue Bank. After an exhaustive discovery and research process the final strategy recommended a name change and a new projection. Over the next five months the work culminated in a brand release to 270 guests at the State Function Centre, Kings Park where a rejuvenated organisation was reborn. This, along with continued campaigning which is also part of the stratagem, can be found in a case study for PlusLife’s new imprimatur of the organisation. Since then hundreds of entrants have nominated and each year entrants have profited by way of awareness, gifts and assistance.
Since 2012, the Project has assisted over 40 organisations with gifts in excess of a million dollars.
Major Recipient List
2012 | Perth Bone & Tissue Bank (PlusLife)
2013 | Dreamfit Foundation
2014 | The Warehouse Cafe
2015 | Kanyana Wildlife Rehabilitation Centre
The Last Word
The Orange Seed Project has grown significantly since its conception in 2009. Today the project is supported by The West Australian, Channel 7 and Regional Newspaper Group. In 2015, the project will gift over $1,000,000 in services and advertising. That’s right – in four short years, the project contributed over 1 Million dollars into the Not for Profit sector of Western Australia.
What We’ve Done
- Concept Development
- Strategic Planning
- Name Creation
- Brand Development
- Criteria Documentation
- Project Management
- Event Planning
- Press Advertisements
- TV Commercials
- Press Releases
- Video Production