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?
‘Ensemble Contre la Peine de Mort’, a French charity against the death penalty, has set up an interactive installation in the François Mitterrand library in Paris. Visitors are asked to stand between two screens; one has a soldier, the other a victim. By standing in between, the soldier is unable to shoot. Visitors can then scan a QR code and quickly sign an online petition against the death penalty.
This project was launched to make use of the receipts you receive at bottle deposit machines after you’ve recycled. Instead of collecting the cash at the cashier, you enter the receipt into the device and donate the money for your contribution to support social causes of your choice. A number of these devices have already been distributed among supermarkets.