Getting people to engage, and click-through with web-based advertising is a challenge, getting them to engage with advertising for non-profits, and charities can be even more so.
Ogilvy Brazil created a simple yet effective way to raise awareness and engagement for GRAACC a hospital that offers free treatment for children with cancer. As an NGO, GRAACC relies on donations to keep their doors open and continue to do the life changing work that they do.
Last February Ogilvey convinced major websites to donate media space to GRAACC hosting online banner ads for the hospital that encouraged donations. Instead of relying on simple click-throughs to a donation page, Ogilvey set the banners up to be resold to online users. Individuals, companies and organizations were invited by email to buy a banner. Links embedded in the email directed people to the campaign landing page where individuals could customize any banner ad and pay what ever they wanted in the form of a donation to GRAACC. Major websites displayed the banners for a whole week and all the money was given to GRAACC.
The banners that were produced resulted in over 3,000,000 impressions, and the donations raised increased by 260% from the previous year.