Social Cause (141)
Pedigree literally shows you how far your donation goes
To support their Adoption Drive, Pedigree offered moviegoers a choice between free 3D glasses and glasses that cost an extra donation. At the screening, viewers would see one of two ads depending on the glasses they chose. One features the dog’s current fate, and the other showed what would happen if he were rescued.
Why it matters
When people are presented with sadness, without a way to affect the situation, they tend to tune out. This effort by Pedigree gives people a way to see the impact they can have, and rewards those who donated. It also makes the pain real and outwardly obvious for those who didn’t donate – and could potentially change their behaviour. With so many competing inputs, how can we literally show the impact between those who act and those who don’t?
The daily newspaper, 7Days, announced that they were going to include bags in their issues for one day, in order for consumers to begin collecting paper for recycling. Every month consumers are to hand over their bags to the Emirates Environmental Group [EEG] and a tree will be planted upon the delivery of bags containing 60 kg or more of paper. Lastly, a code will be handed to consumers and upon entering it on the website, www.mytreeindubai.com, consumers can regularly check on their tree’s growth progress.
Ni pute ni soumise is a social organization working against violence to women, that has launched an interesting campaign. It has created a fake version of the hyped website Chatroulette. The fourth video that is shown to a viewer is that of a woman who gets beaten by her boyfriend. After the video comes the tagline "You can't do anything for her. But if it happens to your sister, your neighbour or your friend, take action."