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?
This holiday season, many non-profit organizations are relying on the same principle that makes you grab that bag of M&Ms at checkout. But this impulse purchase turns into impulse giving. Foundations like St. Jude Children’s Research Hospital have partnered with busy holiday retailers like Target, K-Mart & Kay Jewellers to let you tack on a small donation to your final purchase total. Some retailers are also donating a portion of gift card proceeds to the children’s hospital.
The Volunteerbook – a social network for Volunteers – will be launched on the 1st of February by the President of Banco Alimentar contra a Fome (Portugal's biggest foodbank) and also of a Volunteer Bank that in just four years gathered about 17 thousand volunteers and almost 1000 organizations needing their help.