Campaign: Watch a Film, Save a Life
Company: CityGate Films
Nonprofit Partner: Partners to the World
Launch Date: November 30, 2011
[/box]Campaign Description:
Just in time for World Aids Day December 1, CityGate Films is marketing their new documentary about HIV prevention in Botswana (The Road We Know) using an innovative 'filmanthropy' model. Viewers pay $8 to digitally share the film via email and social networks, 50% of which is donated to Partners to the World, a nonprofit dedicated to HIV/AIDS prevention in Botswana.
Our Take:
Seeing new cause marketing executions is always a thrill and this model is no exception. This mash-up of social sharing and cause in the film industry is certainly one to watch. Consumer adoption and willingness to pay will dictate the success and reach of this model.
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Looking for more examples of cause marketing campaigns from 2011? You'll find more here.
