Heather and I have been watching American Idol with great regularity this season. I’m not proud of it, but it’s true (thanks a lot DVR technology!) Last night, as we settled in to watch the results show Ryan Seacrest mentioned some kind of special Idol announcement that would be coming up later in the show. I assumed this announcement was going to be something about a special musical guest that they had lined up for an upcoming episode. My assumption was that in typical reality show fashion, they’d play up the special announcement in a grandiose way that was ultimately unimpressive and served as a letdown. I was pleasantly surprised to learn that I was wrong.
Coming out of a commercial break Ryan began to talk about the impact that Idol has had on American pop culture; the stars it has helped create, the awards their contestants have won, and the millions of viewers that vote every week. Finally, Seacrest announced, it’s time that Idol Gives Back.
On a Tuesday and Wednesday in April American Idol is partnering with sponsors to help raise money for children in need in Africa as well as in the United States. Simon and Ryan have already been to Africa to meet some of the youth they will be helping (and of course moving footage was shown last night). Randy will be taking Paula back to his home state of LA to see the devastation left by Hurricane Katrina and to meet some of the people this program will be benefiting. The acknowledgment was also made last night that children who are simply in need (not from severe foreign poverty and not from natural disaster related poverty) will be served too.
In a nutshell here’s how the program works. On April 24th and 25th every vote that is cast by phone line (I’d guess easily more than 40 million) will be matched by a donation from one of Idol’s corporate sponsors. Individual Idol fans are also encouraged during that time to make a donation on their own. You can already go the their website to do so if you’d like. I expect to see this project generate 10s of millions of dollars for a variety of worthy causes.
There are several things I like about this:
- Idol is taking its huge existing fan base and using it to 1) raise awareness of problems and 2) do something to address those problems
- The problems that Idol have identified are both global and local, something for which I have a great appreciation.
- Idol is using their existing partnerships with corporate sponsors to maximize the impact that this program might have.
- Idol is encouraging us everyday sofa-sitters to take action and to bring our checkbooks into play to address these issues.
Take a minute or two to check out Idol Gives Back and let me know what you think. Is this a potentially new way of utilizing the fan base of reality shows for good? Or will it be a one time phenomenon?
On a related note – go Blake!