How to Shock a Celebrity
Sabin Vaccine Institute - END7
Issue 27 | July 2013
Agency
Wunderman London
Creative Team
David Harris, Sophie Clark, Fiona Clark
Production Team
Tom Redican, Natalie Woodley
Other Credits
Joelle Dunne, Toby Bradley, Johnny Boylan, Philip Guyler
Date
March 2013
Background
END7 is a new charity on a mission to eradicate 7 devastating tropical diseases by 2020 through awareness and donations toward medicial aid.
Idea
Most people turn off from morbid charity ads so they showed shocking footage of these diseases to celebrities and filmed their genuine reactions. This became the video content to intrigue viewers to find out what the celebrities were watching, challenging people to see if they can watch the same footage. At the end, the celebrities then offer a simple solution and viewers are encouraged to share and donate.
Results
In the first week, the video was viewed over 300,000 times (200,000 for the US version and 100,000 for the UK version), and was ranked #5 on YouTube’s list of ‘Most Popular on the Web’.
Globally, viewers have watched more than 500,000 minutes of the video with 75% of viewers watching more than two minutes.
END7 increased their email database by 5,000 and their Facebook fanbase by 10,000.
In one week the video generated £60,000 of donations (an average of 20p per view).
But the best ROI of all: the lives of 120,000 children will now be saved from all 7 diseases for one year.