Gold - Donate Your Website
Issue 17 | December 2010
Agency
Ogilvy Brazil
Creative Team
Chief Creative Director: Anselmo Ramos; Executive Creative Director: Michel Lent; Creative Director: Angela Bassichetti; Copywriter: Flavio Tamashiro; Art Directors: Heloisa Dassie/Luiz Gimenes/Lucas Osis
Other Credits
Account: Ana Mahfuz
Date
8th April 2010
Background
GRACC is a hospital that offers free treatment to children and adolescents with cancer. They wanted more traffic to their website so they could let more people know about their work and raise more money.
Idea
GRACC emailed a number of company bosses asking not for money but for the loan of their websites for one day.
At the same time, influential bloggers were emailed details of the campaign so they could spread the word about the idea and about those organisations that had agreed to donate their websites.
On April 8th, anyone who visited any of the hundreds of websites donated to GRACC was redirected to www.gracc.org.br Surprised, they were told about the campaign and were able to donate $5US or more there and then with a single click.
Results
The campaign reached all its goals at a total cost of nothing. On one day GRACC’s website received 185,000 visits, up from the usual 3,500 per day.
The donations made were equal in value to 40% of the total amount donated in the whole of 2009.
Our Thoughts
We liked this because it has a brilliant story. It shows the kindness of companies, it was incredibly low cost and it is truly inspiring.