MS&L takes on pro-bono client Mouse

NEW YORK: MS&L will contribute $100,000 in pro-bono PR services to Mouse, a more than decade-old youth development organization that offers tech training for school-age kids in New York, California, and elsewhere.

NEW YORK: MS&L will contribute $100,000 in pro-bono PR services to Mouse, a more than decade-old youth development organization that offers tech training for school-age kids in New York, California, and elsewhere. The agency chose the organization as the winner of its Be:Cause Community Connected initiative; Entries for this year's prize were accepted in July.

It will focus predominantly on digital communications and social media, and is working to help the nonprofit's annual donation drive as well as general awareness. The agency is allowing junior staff to lead work on the account - after approval from executives - as part of its internal "Generation Activation" plan that engages Gen Y staffers at the SAE level and below.

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