YouTube interventions for good
This campaign by Ogilvy Cape Town for non-profit, The Wild Foundation, can officially be filed under incredibly brilliant, and likely violating of some sort of policy, and possibly slightly intrusive, but brilliant nonetheless. Here's how it went down:
Goal: The Wild Foundation, a non-profit dedicated to protecting the wilderness, started the Forever Wild Rhino Protection initiative to save Rhinos from extinction due to hunting in Asia.
Problem: Like all non-profits they had no money to create awareness and get support.
Insight: People don't always pay attention to these types of serious causes, but they sure seem to have a lot of time to watch silly viral videos on the internet.
Strategy: Find a way to have the message integrated into these silly viral videos... for free.
Solution: Download the top trending viral videos from YouTube, edit part of the video to include messaging about their initiative, re-upload the video with the same exact title as the original and call it YouTube Interventions.