Fondation Abbé Pierre is a famous foundation committed against poor housing in France.

In December 2018, they launched their annual donation campaign dealing with the theme of indifference towards homeless people.

We’ve created a special “pre-roll” to put people in front of a choice : to ignore or not a homeless person, in the same way that one skips an advertisement.

Note: In French, “Ignorer” means both “skip the ad” and “to ignore”.

The target audience was people of 55 years old and more.

We’ve choose the skippable pre roll, a media that requires interaction with the audience.

This pre roll, as an interactive film, was aired online on the video platform Dailymotion in December 2018.

More than 3 500 000 people were exposed to the call to action.

95 000 cliks towards the site, increasing significantly the donations for the foundation.