Cannes Lions

HELP BUTTON

AGE ISOBAR, Sao Paulo / RED CROSS / 2013

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Overview

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Credits

Overview

Description

Hundreds of people die and thousands loses their homes at the brazilian hard summer rains. Every time millions have watched those scenes at the internet. news about it are extensively shared, liked and commented all over social media. The slacktivists feel they are already helping. But they could do so much more without getting out of the sofa.What if, instead of just share, comment or tweet, they could really make the difference? We created the Red Cross Help Button. In partnership with major websites in Brazil, we placed the button right aside the social media buttons on the news about natural disasters.

Execution

The Help Button was a great achievement for the Brazilian Red Cross. Firming a partnership with some of the bigget news websites means a never-seen-before channel for the institution. And it already helped Brazilian Red Cross raise funds to help victims of the natural disasters that happened in Brazil this summer, such as floods and landslides caused by storms.

Outcome

In average, 40% of the people who viewed the news that had the Help Button clicked on in.

As a result, this summer, Brazilian Red Cross received an amount of donation 30% bigger than the in the last one. And, even now, after the critical period, the donations levels are still 15% higher than before.

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