NUORI supports children and young people in need in Finland. Its core message for the year 2016 is "listening" to help. Unfortunately, they have no media budget. So the task was to fully utilise the Google Ad Grant (For Nonprofit Organisations) that had been issued for The Youth Foundation.
First, 7-minute testimonials with teenagers have been broadcast as pre-rolls. 95% of the viewers have skipped them after the 5 first seconds. As a second step, a week later, new pre-rolls have been broadcast, targeting the people that had skipped the first ones. The same teens were talking and skipping the viewers too. Skipping goes in both ways. So does listening. So try to listen your family and friends.