Notes from the Mediascape: One Laptop Per Child recruits via viral widgets and a digital storefront

The non-profit org is delivering tech gifts this holiday season, and Taxi New York is helping generate awareness.

One Laptop Per Child (OLPC) has launched its second ‘Give One, Get One’ donation campaign, which encourages consumers to buy a laptop and raises funds for projects in developing countries. The non-profit org enlisted Taxi New York to help spread the word through Dec. 31.

This year’s multimedia campaign includes the microsite, which features an embedded widget that promotes viral sharing, as well as 60-sec, 30-sec and 15-sec TV spots, with media buys handled by Mediacom. Also included are print and OOH elements, with media buys handled by the Washington-based Outdoor Advertising Association of America (OAAA). The TV spots are also posted on YouTube.

In collaboration with Boston-HQ’d marketing firm the Barbarian Group, the campaign also includes a digital storefront at, where the XO laptops, specifically designed for children, can be purchased.

Last year, the campaign raised over $35 million and delivered 500,000 laptops to children in countries like Afghanistan, Iran and Lebanon.