We’ve already written about brands holding open conversations on social media with individuals (one to one conversations that are visible to all). Water is life has industrialized this approach with a smart integrated campaign to guilt people into donating money to solve real world problems rather than complaining about #firstworldproblems.
Clever play by Forsman & Bodenfors to promote Gothenburg’s street newspaper “Faktum” through a tongue in cheek online hotel booking platform. They chose ten places where any of the 3400 homeless people were likely to spend the night in Gothenburg – and made it possible to book each place, just like any hotel.
Let’s be honest, when you’re walking around the city and someone asks you for a donation, most of the times you don’t not even try to check if you have change in your pockets. But when you’re go through security at the airport, you cannot escape. You need to pull out the coins and put them on the tray. And that’s exactly where the American Red Cross should ask you for support. Read more…
Here’s something to make your Friday: have you ever thrown a coin into a swear jar at work, home or (heaven forbid) at your child’s kindergarten? This well-established tradition has had no equivalent online, yet at the same time the interwebs is full of profanity. This oxymoron triggered three creatives to come up with a genius solution. Enter the Charity Swearbox. At well fucking last, I must say. Read more…
I think this is a great idea. No one knows the importance of a will more than a stuntman. Rocky Taylor made the headlines in 1985 when one of his stunts went tragically wrong during shooting on Death Wish 3. Now, he’s going to attempt that stunt again. But don’t worry, this time, he’s made sure his loved ones and his favourite charities are taken care of in his will, should anything go wrong.
Very often when we think about winning a (big) money prize we speak loud and declare that, if that would happen, we would give quite some money to a charity organization. In Canada Cadbury has decided to give us the possibility to actually keep our promise: win $ 100,000 for us and donate the same amount to a charity organization.
They setup an online contest that gives away several prizes (including the big money) to consumers and allows winners to automatically forward the same prize to charity organization of choice. Especially in the CPG industry, money based contests aren’t new and, most of all, don’t do much to build consumer loyalty. However, in this case, Cadbury gives us a good lesson in terms of corporate social responsibility and does an excellent job also in supporting its brands (Halls, Trident and Caramilk among the others).
Nokia has recently launched an interesting project that mixes charity and exclusivity. “Face the task” allows consumers to put their hands on an exclusive limited edition version of the Nokia N96 one month before the phone hits the market. There are two ways to get it: either by taking part to a quiz and then entering a draw, or directly paying an amount of 759 Euros that will directly go into the dedicated WWF account for the Red Panda conservation.
The site in itself is simple, nice and strongly video based (the agency should be Farfar). Each of the phone characteristic is told by the actions of a ninja woman in a series of videos that very much reminds of Ang Lee’s Crouching Tiger, Hidden Dragon. When you go full screen the experience gets really immersive, even if the mix of ninjas and technology may result a bit weird.
From Austalia, a curious online action to raise money for charity. The tag line it’s “You play, we pay” and it’s basically just another smart way to promote the Xbox 360 game Halo 3, this time with an ethical marketing approach. By saying this I don’t want to sound negative, it’s a charity action, so I appreciate it by default. The advergame consists of a golf challenge, the closer to the hole you shoot the ball, the higher the donation Microsoft will do to the charity organization you decided to play for. Looking at the numbers of plays registered on the site, the initiative seems to be pretty successful. Congrats to Amnesia for the idea.
A Blind Call is one of the smartest social campaigns taking advantage of technology I’ve ever seen. How often do you forget to lock your mobile phone keypad and you unknowingly start making calls to your friends Alice, Anna or Andrew? And how much money have you lost with such unwanted calls? Think about it. Wouldn’t it be better to give such money to charity? And here comes the great idea by Guillaume Duval: first to create a special number that when is dialed donates to costs of the call to a charity organization for blind people, and then to recommend to people in Belgium to save such number as “A blind call” in order to be the first name in their phone book. The site to support the idea is extremely simple, but think about it, the idea is so smart and strong that there isn’t much else to say to convince people. via LSD.
Youtube tries to make itself useful not only to individual exhibitionists and brands seeking some Web 2.0 attention, but also to charity organizations that can benefit as well from massive exposure. Last week the channel DontYouForgetAboutMe has been launched in the UK, with the goal of bringing the plight of missing children to a wider and younger audience. The channel has been set up by the International Centre for Missing & Exploited Children (ICMEC), in collaboration with the Find Madeleine Campaign and with the support of Youtube. Interesting to point out, it’s not possible to copy & embedd the code of any of the videos uploaded by the user DontYouForgetAboutMe.
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