In a previous article, Transforming a useless space into a media outlet, we discussed about an ingenious idea by JWT Brazil to take advantage of the unused space of the black bars in the videos that are uploaded to YouTube, as a sideboard for NGOs without capital to promote.
It is not the first time that advertising has wanted to utilize this type of space in a creative way. In 2012 there was a proposal by Nelson Rayner called Donate Your Desktop (DYD), which was also awarded the Google Young Innovator Award. It’s an application that the user downloads to update their desktop background each day with attractive branded wallpapers sponsored by an advertiser. DYD donates 75% of the advertising revenue received to charity. So the users, simply by having Donate Your Desktop installed, make a small donation to charity each day at no cost to themselves.
This is a trend that we will see more and more, because advertising is crowded with creative minds that generate ideas with good intentions.
Oxfam is a movement that seeks to empower individuals, communities and organizations that work for a future free from injustice and poverty. They encourage the development of well-intentioned ideas to support organizations that follow this same dream.
And so, following this trend of optimizing “wasted” spaces, Donation_Icons was created by Young & Rubicam UK. This app automatically turns users’ desktop icons into paid advertising space, be it for timed promotional ads, global ads, local ads, or service messages. Advertisers pay to use this space, and all the proceeds go to charity. By connecting innovative advertisers to charitable consumers, Donation_Icons allows companies that put their brand at the center of their strategy to both maximize their visibility and contribute to making the world a better place.
Let’s get involved with these kinds of causes! Let’s do BRAIN-DING!
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