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wagamama raise over £16,000 for UK Youth!

wagamama raise over £16,000 for UK Youth!

wagamama launched their 'be different, be kind' campaign at the beginning of December to generate donations by encouraging people to nominate others who'd done good deeds. 

'be different, be kind' launched wagamama's relationship with UK Youth and also offered the charity a fantastic branding opportunity in their restaurants all over the UK and online.  


In just a few short weeks over 500 nominations were amassed from all corners of the UK ranging from the smallest things such as an unexpected gift right up to life changing support given by kind friends or family members.

UK Youth ambassador and Mobo Award winning musician, Sway, along with UK Youth CEO, Charlotte Hill and Ingrid Williamson, Director of Marketing at wagamama together choose the kindest act of all, and awarded a prize of £5,000.


The winner was May Toat who raised her grand-daughter following the death of her own daughter, the child's mum. This act of incredible kindness particularly inspired the judges, although the competition was filled with deserving entries. Runners up will each receive £250 in wagamama vouchers.


The campaign raised a total of £16,632 for UK Youth, a sum that will help the charity continue supporting young people all over the country.


"The wagamama 'be different, be kind' campaign raised an amazing amount for UK Youth in just under a month and attracted over 500 nominations of acts of kindness. It was a really fantastic way to launch our new partnership that got our supporters old and new excited." Charlotte Hill, Chief Executive UK Youth