Association for Assistance to Handicapped Children (AACD): AACD 404 DONATION LINK

Credits & Description:

Category: Charity and Not for Profit

Advertiser: AACD

Product/Service: DISABLED AWARENESS

Head of Convergency: Pedro Porto (Fischer Fala)

Creative Director: Rafael Merel (Fischer Fala)

Creative Director: Marcelo Fedrizzi (Fischer Fala)

Copywriter: Bruno Mendonça (Fischer Fala)

Art Director: Artur Polatti (Fischer Fala)

Media placement: Website - Braisntorm - 03/17/2011



Summary of the Campaign

The Association for Assistance to Disabled Children, known as AACD, helps thousands of people every month, but they still have a line of 32,000 children waiting for treatment due to lack of funding. The association asked for a campaign to increase awareness and instigate donations, but instead of a campaign, we created a new donation platform for them. The idea was to engage website owners to donate their 404 error page – the page that all users see when they try to access a broken link – and start using the AACD’s 404 page, that includes a link to the association webpage for those who wanted to contribute to their cause.



The Situation

AACD doesn’t have budget to advertise, so the whole AACD 404 campaign is around organic divulgation and social media channels. Using a non-yet-explored media (the 404 error pages) helped the campaign to spread.



The Goal

A research of CETIC.BR pointed that 6% of all links in Brazilian webpages are broken – which means that 4.5 million pages could now lead to a donation for AACD. We targeted the top Brazilian webportals but also encouraged and gave tools to all websites who joined our cause.



The Strategy

The idea was to make the whole divulgation through social media, using people’s good will and the uniqueness of the idea to spread the campaign. We did a minimum effort to divulge the campaign initially and monitored the organic growth.



Execution

The campaign divulgation started with online banners in 2 major blogs leading to a broken link – and they were already using the AACD 404 page. In the page you could donate, and also share the link by social media channels such as Twitter and Facebook. A special message for website owner’s was included as a footnote, making every new participant website a new touchpoint for the campaign.



Documented Results

More than 100 relevant websites and 5 top Brazilian portals started using AACD 404 page; the massive engagement through social media made AACD 404 become a trending topic at Twitter less than six hours after the campaign’s launch; the association received more than USD 300,000 in spontaneous media over one month. AACD’s website doubled the traffic after the campaign.