Atados: Donate the Bars

This case study describes how Atados, an NGO hub operating in Brazil, created a new way to support NGOs – by asking YouTubers to donate blank space on their videos.

Atados: Donate the Bars

Campaign details

Brand: AtadosAgency: J.Walter ThompsonCategory: Social Impact / Not For ProfitRegion: LATAM

Objective

Most NGOs that are a part of the Atados hub can't afford space in the media for their charities. We had to find new ways to get the attention they deserve, to connect them with audiences that consume digital content on a daily basis, and raise awareness of their causes. One out of every six videos posted on YouTube has black bars on both sides. That happens because, when YouTube users post a video that...

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