The homeless banner campaign
While pottering around on the net earlier this week I came across a fantastic banner advertising campaign from Garbergs. Now, I know banner advertising generally makes all of is cringe (god knows I’ve been guilty of creating some hideous banner ads in the past), but I felt this deserved a special mention because of the creativity, and the cause it is supporting.
Stadsmission Stockholm wanted to highlight the plight of many of the city’s homeless. To do so, it created a microsite hosting a number if banner ads (and a leaderboard, but more on that shortly). People were invited to host the banners on their own site, effectively giving the banner a home (genius, I know).
Not content with that, the more the banner was clicked, the brighter it became and the clearer the message became, helping to drive donations and further embedding of the banner on sites. Within a month over 400 sites had embedded the banner and over 36million interactions had taken place. Ultimately, the donations to the charity have trebled so a job well done in my eyes.
A board on the site shows the number of clicks from any place the banner is added and provides a bit of CSR referencing for the sites hosting them.
Here’s a video explaining it all: