In recent times, the growing ‘slacktivism’ trend has posed a real problem for charities – many people feel that by sharing a link, liking a post, or signing an online petition, their digital actions alone will change the world. The reality is, however, that often these actions have no real world impact.
So when Colenso BBDO and the PEDIGREE® team were planning their latest campaign for the PEDIGREE® Adoption Drive, they asked the question: rather than trying to combat ‘slacktivism’ could it be used to their advantage? This led to the development of ‘Share for Dogs’, an online campaign that taps into peoples’ desire to feel like they’re supporting worthy causes whilst also leveraging their propensity for watching and sharing cute puppy videos.
By simply watching and sharing the video, people will raise funds for dogs in need. ‘Share for Dogs’ leverages YouTube’s revenue model whereby a portion of the profit generated from the pre-roll advertising on each video is shared with the owner of the video. All the revenue ‘Share for Dogs’ generates goes to the PEDIGREE® Adoption Drive. This new revenue-raising mechanic is a concept that we’re calling Sharity. Do your part for “Sharity” and Share for Dogs.