SITUATION

Ketto.org is an India based crowdfunding site that focuses on raising funds for those in need, especially medical expenses. Like is the case for the category, Ketto also runs ads to raise awareness and funds.

The visuals of the ads aren't for the faint-hearted. There are people on life-support, on drips, disfigured kids, crying parents who need financial help.

People who donate are, then, retargeted and shown more of these ads and fundraisers. This became a problem since a lot of users starting expressing discomfort online.

BRIEF

Sensitize users about the nature of crowdsourcing sites and the need to run ads for donations without using ads and explicitly asking for funds

OBJECTIVES

Engage the right brain and users beyond ads and CTA of donations

Improve their impression of Ketto

Be unapologetic about the brand's mission of raising funds

Given that brand had to take an unapologetic stance on running promotions for raising funds without actually running another ad, we created a web destination that asked users to submit distraction stories.

Once they completed the experience, 'Thank You' page revealed the real intent behind the campaign, pressing upon how insufficient distraction stories are for kids with chronic pain and medical conditions.

The page further pressed upon the need to donate towards science and RnD. And then left people with two choices- Share or Donate.

Owing to the shock value, users started sharing the platform amongst their network. This helped the brand in further sensitizing people about donating towards medical expenses of people in need, without running an ad, and won many brand advocates.