Campaign: Donate a Photo
Company: Johnson & Johnson
Nonprofit Partner: Multiple
Launch Date: April 2013
Johnson & Johnson has created a new digital app called ‘Donate a Photo’ that enables consumers to select a cause from one of J&J’s partner list of charities, snap a photo (or upload an existing photo) and share it to Facebook, Twitter or Instagram in exchange for a $1 donation. Users can return daily to unlock a donation. Each partner charity has a goal and, once that goal is reached, a new charity takes its place in the app rotation. Each charity is guaranteed a minimum donation that is spelled out in the campaign description.
Susan Can, Johnson & Johnson’s director of corporate equity gave us some behind-the-scenes insight into this “always on” initiative. The company designed the app as a way to bring further attention and awareness to their partner charities while creating an internal, digital asset. J&J intentionally designed the app to showcase the impact $1 can have – each cause page clearly states how many photos it takes to send a girl to school in Liberia (683) or provide a recycling bin for a U.S. classroom (10). Can shares that the response to the app has been extremely positive with many repeat visits and most users taking multiple “social actions” on each photo (uploading, sharing, liking, etc.). J&J has big future plans for integrating ‘Donate a Photo’ into upcoming cause-related efforts and we’re eager to see this ‘photos for good’ phenomenon grow and evolve.