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Red Cross São Paulo launches faux movie streaming service to help, and not to watch
Created by Lew'Lara\TBWA, the first social impact streaming platform that innovates a new approach to attracting repeat donations to this institution. It's another one that you subscribe to and don't watch, but which directs donations to humanitarian aid activities.
Receiving a donation is cool. But making a donation is even cooler, and can be done in an innovative and creative way. This is the intention of the Red Cross São Paulo which, in a disruptive way, it reinvents the way of donating to raise funds for its activities: the institution launches Help Plus streaming service – but it’s not meant to be watched. Instead, these monthly fees are earmarked for humanitarian aid.
Created by Lew'Lara\TBWA, HelpPlus is a platform that was born from an insight into streaming consumption habits: on-demand content consumption has grown into far more than a behavioral trend, it’s now a worldwide daily habit and the situation is no different in Brazil: seven out of ten Brazilians signed up with streaming platforms (source: Streaming 2022, Hibou). With listings of titles and series split among platforms, 62% of these subscribers are signed up with two or more platforms (Panorama Mobile Time/Opinion Box survey, 2022). Result: people often pay several monthly fees, but never watch the content.
Proposing a more useful way to invest these small amounts each month through a cheekier approach to donations that’s also more fun, the Red Cross São Paulo innovated by launching the first social impact streaming platform. Packed with hilarious clichés and oft-told movie stories with predictable endings, HelpPlus it looks like a real streaming, but it's all fake.
To give even more veracity, a hundred made-up titles, covers and also fictitious synopses that propose that the public subscribe and not watch. The difference with other platforms is that, in this case, the subscriber sleeps with a clear conscience because the monthly fee money was not wasted, but rather, donated. Visit HelpPlus and check it out here.
"With Lew'Lara's support, we sought to create a creative way of getting people's attention for donations," comments Bruno Semino, from the Red Cross São Paulo.
To communicate, this platform uses a special trailer that’s reminiscent of every blockbuster launch teaser. But it uses a self-mocking tone that assumes subscribers will pay but not watch – just like so many other services. But at least their fees will help the Red Cross São Paulo.
Like any self-respecting streaming service, Help Plus is also launched with an epic trailer, with language characteristic of video platforms, but which, like the whole idea, takes on an ironic tone, revealing that it is just another streaming service for you to pay for and not watch. But at least it will help the SP Red Cross.
"The idea of HelpPlus was inspired by the real-life behavior of people who often subscribe to more than one video streaming service, but don't get around to watching them. This inspired the launch of a faux streaming platform, designed to attract donations in a younger and more modern way through humor. And nothing’s more today than a streaming platform. But unlike other subscription services, Help Plus avoids that vague guilt about wasting money by paying and not watching. That’s because the Red Cross São Paulo turns these ‘subscriptions’ into donations for people in distress," adds Fernando Lyra, Creative Director of Lew’Lara\TBWA.
For over 160 years, this global aid institution has been engaged in a wide variety of humanitarian activities, helping governments and particularly public health services ease human suffering by protecting people's lives and well-being all over the world. And as a way to maintain and grow this noble cause, Help Plus comes as an important monthly fundraising initiative for the institution.
“Recurring contributions are essential for the design of long-term programs that enable the effective reduction of beneficiaries’ vulnerability,” concludes Bruno.
Already accepting subscriptions at www.helpplus.com.br, this platform is a streaming service that even the toughest critics can’t fault, as its ‘movies’ always have the same storyline: helping people in need.