Making the most out
of donated media
CONCEPT + ART DIRECTION | DIGITAL + SOCIAL
GRAACC is a hospital that offers free treatment for children with cancer. And in order to continue its work, the NGO needs to raise donations each month. On February 2011, major websites donated media space to GRAACC. With that in mind, we decided to resell these banners to users.
People and companies were invited to buy a banner. On the campaign landing page, they customized their banners and paid whatever they wanted. Major websites displayed the banners for a whole week and all the money was directed to GRAACC. All the banners combined amounted to more than 3.000.000 impressions. The number of unique donors increased 2566% and the money raised was 260% higher than the previous years campaign.
