Singapore, October 25, 2011 – Leading international mobile media company, Affle has today announced the launch of ‘Pinch A Dollar for Special Olympics’, a unique Corporate Social Responsibility campaign which will drive the generation of donations for Special Olympics, the world’s largest sports organization supporting children and adults with intellectual abilities. The initiative is supported by Asia’s No. 1 sports content provider ESPN STAR Sports (ESS), whose association with Special Olympics in Asia goes back to 2006. ESS will be extending on-air exposure on its networks for airing commercials promoting the initiative over a two-month period.
 
Under the ‘Pinch A Dollar for Special Olympics’ campaign Affle will generate donations in two ways, first by donating 100 per cent of the net revenues accrued from the download of their messaging  app called Pinch to Special Olympics between October 25, 2011, to December 24, 2011. Secondly by creating a sub-app, within Pinch where consumers will be able to donate in denominations of 10, 20, 50 or any other unique amount.
 
Dr. Teo-Koh Sock Miang, President, Special Olympics Singapore, said, “We have had a wonderful year filled with great achievements including the Singapore team winning multiple medals at the World Summer Games in Athens, Salihin Sinai becoming the first Asian special athlete to climb Mt Kilimanjaro, and so on. ‘Pinch A Dollar for Special Olympics’ culminating with the annual Flag Day on December 24 will be a good way to end the year and to start 2012. We are thankful to Affle and ESPN STAR Sports for their support.”
 
Paras Sharma, Vice President, Marketing and Corporate Communications, ESPN STAR Sports, said, “We greatly admire the work done by Special Olympics. In 2006, ESPN STAR Sports forged a relationship with Special Olympics in Asia. Since then, through communications programs, participation in joint activities and by showcasing large events like the 2007 World Summer Games in Beijing and the first ever Special Olympics World Cup of Cricket in Mumbai, we have endeavoured to create awareness for this important and wonderful organisation. We are delighted to contribute to this unique initiative and look forward to supporting Special Olympics Singapore in raising funds through promoting the PAD campaign on ESPN and STAR Sports to viewers in various markets.”
 
Anuj Khanna Sohum, Founder and Chairman of Affle, said, “We are grateful to Special Olympics for giving us an opportunity to work with them and to ESPN STAR Sports for supporting the campaign.Pinch A Dollar brings the power to make positive contributions to the hands of the users, literally. Smart phone users in Singapore can now download Pinch, donate a dollar or more and spread the good word about the Special Olympics movement with the help of inbuilt social plugins. Affle will be making additional efforts to spread awareness for the campaign by reaching out to the millions of consumers who already use Affle products in other markets. We hope to inspire consumers to come forth and participate in the Pinch A Dollar movement.”
 
About Special Olympics Singapore
 
Special Olympics Singapore is part of a global movement led by athletes with intellectual disabilities who use sports as a stage to demonstrate the capabilities of all people and to build inclusive and tolerant communities. Special Olympics Singapore provides opportunities for athletes to participate in National, Regional and World Special Olympics Games, promotes integration amongst Special Olympics athletes and mainstream school students through participation in unified team sports, and encourages family involvement and increases public awareness about individuals with intellectual disabilities.
 
Special Olympics Singapore is an officially registered voluntary welfare organisation affiliated to the National Council of Social Service, the Singapore National Olympic Council and the Singapore Sports Council.
 
About Affle 
 
Affle is a leading international mobile media company with the headquarters in Singapore. Affle has consistently delivered innovations that enhance the user experience on mobile messaging and make mobile media a reality. Affle currently operates in Singapore, India, China, the UK, the US, Indonesia, Thailand and Malaysia. Affle’s investors include Microsoft Corporation, Itochu Corporation of Japan, Bennett Coleman Company Limited (BCCL); Centurion Private Equity and D2 Communications.
 
About ESPN STAR Sports
 
ESPN STAR Sports is a 50:50 joint venture between two of the world’s leading cable and satellite broadcasters. As Asia’s biggest sports content provider, ESPN STAR Sports combines the strengths and resources of its parent companies – Walt Disney (ESPN, Inc.) and News Corporation Limited (STAR) – to deliver a diverse array of international and regional sports to fans across multiple platforms.
 
ESPN STAR Sports features a comprehensive portfolio of multimedia assets including its television networks (ESPN, STAR Sports, STAR Cricket, ESPNEWS, ESPN HD, STAR Cricket HD), broadband network (ESPN Player), digital content services (espnstar.com, mobileESPN), and its on-ground Event Management Group with the aim to engage and entertain sports fans anytime, anyplace.
 
ESPN STAR Sports showcases an unparalleled variety of premier sports from around the globe featuring some of the most iconic sports events to a cumulative reach of over 300 million viewers in Asia through its 23 television networks and 2 broadband networks, each localized to deliver differentiated programming to meet diverse needs of Asian sports fans.