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?
International pen manufacturer Montblanc’s ‘Signature for Good’ campaign for global literacy was brought to life with the recent unveiling of a portraiture collection featuring celebrities photographed as famous literary heroines. The autographed portraits will be auctioned and all the proceeds will go to UNICEF’s education and literacy programs. By choosing to support a cause that is so closely linked to its product, this initiative feels authentic and genuine.
My Social Project is a social network for solidarity associations and people who want to be volunteers for them. The purpose of the website is to catalyse the growing number of volunteers and pairing them up with organisations that need a helping hand.