Abused animals, war-torn villages and malnourished, distended bellies have become common inhabitants on Facebook feeds, as increasing numbers of social media users share imagery of causes they supposedly support. The only problem with this approach is that it achieves little more than unsettling those that see these often graphic images. But rather than calling people out for their inaction, Pedigree has launched a new campaign via Colenso BBDO that makes video sharing central to raising funds for a good cause.
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Monetising slacktivism: how Colenso is making likes and shares count for something