On July 28, news broke out that Louis would be hosting the "Cinderella Ball" for Believe In Magic - a charity that makes dreams come true for seriously ill children (basically the Make-A-Wish foundation in the United Kingdom).
Most of the tickets to the ball were invite only, but to make the night even more magical, Louis released a few tickets available for purchase to the public. And once the tickets to the ball sold fairly quickly, Louis teamed up with Prizeo and created a contest for fans worldwide to participate in. The grand prize? VIP tickets and Meet-and-Greets to see One Direction in London.