Wailin'Principals at big-time NY/LA-based PR firm Sunshine Sachs don’t like to bring too much attention to themselves, but that hasn’t stopped them from scoring great headlines and sponsoring A-list events with a focus on noble causes like, say…reducing poverty rates around the world. (Did you know that more than 1.3 billion people across the globe live on the equivalent of $1.50 a day? We need to get out more.)

The firm’s latest announcement is significant in a couple of ways. They’re publicizing a massive September 29th concert in Central Park with headliners Neil Young and Crazy Horse, Foo Fighters, and The Black Keys, but the details of the event are even more interesting: As reported on the Huffington Post, the show’s 54,000 tickets will not be available through the usual channels. Fans will have to “earn” their way into a raffle by downloading an app from the Global Citizen website and accumulating points by performing acts like donating to charities, signing petitions, or sharing information about global poverty on social media channels.

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