Earlier this year, Pedigree and Colenso BBDO tried to monetise slacktivism with Share for Dogs, a campaign that, as the name implies, asked people to watch videos of cute dogs and send them on so that a portion of the profit generated from the pre-roll advertising on each video could be shared with the charity. Now, extending a test campaign it ran last year, .99 and the Leukaemia & Blood Cancer New Zealand have also created a way for Kiwis to help by doing, rather than paying.
Browsing: Georgie Hackett
It’s tough being a charity at the moment. More charities mean there’s a heap of competition for the donated dollar, a drop in the level of donations seems to show that givers may be suffering from a form of ‘compassion fatigue’ that makes them immune to charitable overtures and, in many cases, there’s confusion about what the charity actually does, something evidenced by the story of the newly rebranded Leukemia and Blood Cancer New Zealand.