This is a simple but effective way to get people to engage with a charity by making them part of the marketing process. Ogilvy Brazil created this interactive camapign for GRAACC which is a hospital that offers free treatment for children with cancer. As a NGO they rely on monthly donations in order to continue their work. On February 2011, major websites donated media space to GRAACC for them to host online banners which would need to encourage donations. Instead of taking a traditional approach with what to do with this space they decided to resell these banners to users. People and companies were invited by email to buy a banner. On the campaign landing page they could customise their banners and paid whatever they wanted for them. Major websites displayed the banners for a whole week and all the money was directed to GRAACC.
The banners produced resulted in over 3,000,000 impressions and donations raised were up by 260% from the previous year. The video is a little cheesy but the idea is nice and simple and demonstrates the power of engaging your audience.