Buy a Pixel
Interactive Digital Campaign
The weakening Greek economy has made people withdraw their child sponsorships with ActionAid. Instead, they now provide any extra resources they have to local communities.
The challenge for ActionAid was to continue raising awareness on poverty issues in developing countries. And to make people realize that a small sum could still offer huge help.
Focusing on education and Africa, we decided to build a school in Rwanda with the help of online users.
We first created a dedicated microsite with a blank space in its center and invited users to help us reveal an image hiding underneath.
They could buy one pixel by sending an SMS worth 1€. One pixel can help educate people.
Once bought, each pixel would be replaced with a user’s image. Users images would slowly reveal the hidden image; A community in Rwanda thanking them for the funds they raised that were being used to build a school.
The messages communicated through the campaign:
Education can end hunger. You can spend very little and make a huge positive change. Together we can do great things.
Channels:
Activation's website, 2 Viral Videos, Banner Campaign, Direct Mail, Facebook Application, Blogger Activations
Results:
5.000 SMS were sent in 2 weeks.
100% positive indirect publicity achieved, 90% of which was about this specific
Creative Direction: Naya Dimopoulou
Project Management: Miranda Laina
Website
Viral Video
Motivational Video
