Millennium Promise, SapientNitro launch anti-poverty campaign

SapientNitro℠, part of Sapient® (NASDAQ: SAPE), today announced the launch of Spokes of Change, an anti-poverty campaign and fundraising effort initiated by the eminent international non-profit organization, Millennium Promise. When cycling and sports fans around the world tune in to the USA Pro Cycling Challenge this week, they'll be met with an arresting, emotional appeal to join a special race in Africa: Spokes of Change, an initiative SapientNitro launched in partnership with Millennium Promise, the presenting title sponsor of the cycling event.

SapientNitro created and produced the dramatic, thought-provoking Public Service Announcement (PSA) titled simply '911.' In the commercial, an affluent American family calls 911 for help, only to find themselves waiting for emergency medical workers who are forced to travel on foot. Through the family's mounting tension, viewers feel stronger empathy and come to understand how slowly Community Health Workers in Africa often deliver life-saving care.

In addition, SapientNitro has helped Millennium Promise conceive an innovative digital donation system on www.spokesofchange.org that asks participants to "donate more than dollars"—leveraging the power of their social networks to inform others, in what SapientNitro has termed a "donation of social currency."

"SapientNitro has long been an amazing partner in raising awareness about the opportunity to end extreme poverty," said Millennium Promise CEO John W. McArthur. "Their PSA offers a compelling window into the strain that millions of African families feel in trying to access basic health care every day. We are very pleased that, thanks to SapientNitro's efforts, millions of homes will have a fresh glimpse into this reality too."

Spokes of Change aims to raise awareness about the critical role that Community Health Workers play in saving lives. By providing medicine, supplies, training, and bicycles, communities across Africa can move faster to end extreme poverty.

"This is the kind of opportunity that agencies and creative teams dream about," said Ronn Pearson, creative director at SapientNitro. "It's a chance to produce something beautiful, meaningful, and powerful pro-bono, all for the greater good of an incredible charity. And, our PSA plays an important role in communicating the larger message surrounding their race to end extreme poverty: if we move faster, we win."