Designed to bring alive the spirit of giving at Christmas, it focuses on promoting and rewarding kind deeds.
Visitors to the wagamama.com/giving can nominate friends, family or someone in their community who has been selfless, earning them recognition and generating a donation for UK Youth in the process. The simple process consists of uploading a picture or video with an explanation of the kind deed and for every nomination throughout the month of December, wagamama will donate 25p to UK Youth.
At the beginning of 2013, a committee, including UK Youth Ambassador and Mobo winning rapper Sway, will award the 'kindest' person a prize of £5,000.
The campaign also provides the opportunity to donate to UK Youth via an inspiration gallery. This 'gallery of kindness', also on wagamama.com/giving, will display pictures and videos uploaded by the public, visualising what inspires them to be kind, be it a cake baked by a colleague, or jumpers donated to a homeless shelter. A top three of these images will be uploaded to wagamama's Facebook page every week, and the most liked will win £50 worth of wagamama vouchers. Each Facebook 'like' will generate an additional 5p donation to UK Youth.
"We're really excited about working with wagamama," Charlotte Hill, Chief Executive of UK Youth, added. "They clearly share our passion for supporting young people and this is a really innovative way of raising our profile and generating funds for our work. We can't wait to hear about some of the kind things that people are doing around the country!"
This partnership is wagamama's first ever charitable tie up. The 'be kind, be different' campaign will be promoted in all of wagamama's 85 UK restaurants and via their main website.