The São Paulo Red Cross found an innovative way to raise funds for its humanitarian activities: the Help Plusone streaming fiction that people subscribe to, but don’t watch! The value of each subscription goes towards the work of the institution. And we don’t even need to say that this brilliant campaign, created by the agency Lew’Lara\TBWA, was inspired by the behavior of the majority of Brazilians. After all, how many streams Do you currently subscribe, and how many do you actually consume every day? Then .
Content consumption on demand has become an established habit in daily routine around the world, including in Brazil. According to the survey Streaming 2022, da Hibou,7 out of 10 Brazilians subscribe to online platforms streaming. And as the offer of titles is divided between the different platform options, this means that, among those who pay for this type of service, 62% subscribe to two or more, as shown by the research Panorama Mobile Time and Opinion Box, also held last year. Result? People pay several monthly fees, but do not watch the content.
With an eye on proposing a more useful way of investing this monthly amount and making donations more creative and engaging, Cruz Vermelha São Paulo created the first streaming of social impact. The platform offers 100 fictional film titles, with synopses and covers, similar to a streaming really, but fake: encouraging people to subscribe without the intention of watching. The difference to other platforms is that, in this case, the monthly fee money is not wasted, but is converted into a donation.
With the support of Lew’Lara\TBWA, we sought to create a creative way to draw people’s attention to the donation. Recurring contributions are essential for the creation of long-term programs that enable the effective reduction of the vulnerability of beneficiaries, says Bruno Semino, from Cruz Vermelha São Paulo.
The initiative was launched with a trailer ironic that follows the characteristic style of video platforms, but reveals that Help Plus is a streaming to pay and not assist with the purpose of supporting the entity, which works on several fronts to alleviate human suffering, protect people’s lives and health. Check out the full film (and enjoy!) below.
Like other services available on the market, the platform has subscription plans and promises to be a streaming that not even the most discerning critics will be able to fault, with films always having the same ending: someone helping someone in need. The initiative demonstrates how creativity can be used to promote solidarity and make a difference in society.
The idea of Help Plus was inspired by real behavior of people, most of whom pay and subscribe to more than one service. streaming video, but they are unable to watch it. Designed to make the donation seen in a younger, more humorous and modern way, there is nothing more contemporary than a streaming. But unlike the others, Help Plus doesn’t make you feel like you’re wasting money, even though you’re paying and not watching, as Cruz Vermelha São Paulo transforms your subscription into donations for those in need, adds Fernando Lyra, the agency’s Creative Director.
Fictional titles streaming They have a humorous cover and synopsis. (Photo: Reproduction/Help Plus)
* Photo de capa: Reproduo/Help Plus
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