How many streaming service subscriptions do you have? How many do you use? Congratulations, you’re like everyone else, with more streaming service subscriptions than time to watch their content. That’s money being “donated” with nothing in return.
Sao Paulo agency, Lew’Lara\TBWA has turned that into a clever Red Cross Sao Paulo campaign. Because standing out in the crowd during giving season is essential. The partners have launched the first social impact streaming platform, Help Plus, and a new approach to attracting repeat donations.
It’s another service that you subscribe to and don’t watch, but it directs your payment to humanitarian aid activities.
Seven out of ten Brazilians have signed up with streaming platforms (source: Streaming 2022, Hibou) and 62% of these subscribers are signed up with two or more platforms (Panorama Mobile Time/Opinion Box survey, 2022).
Help Plus is packed with hilarious clichés and familiar movie stories with predictable endings. It looks like a real streaming, but it’s entirely fake. A hundred made-up titles, covers, fictitious synopses and categories such as Missable, Not Recommended for You and Criticised by the Critics, propose that people subscribe and not watch, but without the angst – the monthly fee money was not wasted, but rather, donated.
The HelpPlus trailer mimics every blockbuster launch teaser – but with an ironic reveal.
