Baskin-Robbins has joined forces with Beyond Blue and Universal Pictures to launch a nationwide initiative today that will serve up kindness and happiness online in an effort to turn social media trolling on its head.
Celebrating the Australian cinematic release of DreamWorks’ Trolls World Tour this Thursday, the #TrollForGood initiative will see Baskin-Robbins donate $1 to Beyond Blue, up to $20,000, each time an Australian sprinkles positivity online by posting someone a compliment using the initiative hashtag.
Baskin-Robbins will also donate $1 to Beyond Blue for every limited edition Troll-themed ice cream cup or cone purchased in-store throughout September and October.
The main character from the Trolls movie franchise, Princess Poppy, and her colourful friends will also be rewarding Australians who spread good vibes online by popping up with positive comments in their feed and giving away free scoops of ice cream.
Baskin-Robbins General Manager Ben Flintoff said the interactive social media initiative, which aims to achieve at least 10,000 positive posts, will spread much-needed kindness across the country at a time when it’s needed most.
“Online trolling is an increasingly concerning issue for Australia, so we wanted to harness the positivity of the Trolls characters to support Beyond Blue and implement real change online,” Mr Flintoff said.
“As we’ve learnt from Princess Poppy and her friends, a little kindness can go a long way, and we hope those scrolling through social media are inspired to help brighten someone else’s day.”
Beyond Blue CEO Georgie Harman said spreading positivity and staying connected is important for our wellbeing.
“Many Australians are experiencing a tough time right now and one thing we can do to make it a little easier for each other is to send positive messages and remind people how special they are to us,” Ms Harman said.
“Every dollar of this generous donation will go to the Beyond Blue Support Service, which is staffed by mental health professionals who can provide free counselling, advice and referrals over the phone or via webchat and email 24/7.”
Baskin-Robbins customers can get involved in-store and ‘Troll their Treat’, transforming a simple scoop into a Troll-worthy, rainbow creation, complete with fairy floss, glitter sprinkles, mini-marshmallows and a heart-shaped rainbow lollipop.
Customers can also ‘“troll” their friends at home by donating a scoop online that can be redeemed at a later date. $1 from every Troll product purchased online and instore goes to Beyond Blue.
Join Poppy and Branch on their journey to unite all the trolls and save them from the Queen of Rock. Trolls World Tour hits Australian cinemas on Thursday 17, September 2020. To find out how you can get involved in the #TrollForGood campaign, visit trollforgood.com.au.
Baskin-Robbins joined forces with Beyond Blue and Universal Pictures, and has today launched the #TrollForGood initiative! Baskin-Robbins will donate $1 to Beyond Blue each time an Australian sprinkles positivity online by posting someone a compliment using the hashtag. pic.twitter.com/LgB3l0EHSE— Thrive PR (@thrivepr) September 16, 2020