If you could solve a major world issue simply by permitting ads to show up at the bottom of your screen while online, would you do it?
That's the premise behind Lazy Angel, an extension that places unobtrusive ads at the bottom of web browsers and allows people to do good passively. The company gives 60% of the resulting ad revenues toward CORE Group, which helps nourish children in the majority world. In their media kit Lazy Angel states that every hour of browsing contributes 7 days of micronutrients to women and children in need.
"Your personal info is kept private," the Lazy Angel site assures. "We never track your page visits. And brand messages are subtle (no popups)."
Lazy Angel is compatible with most major browsers -- Safari, Firefox, Chrome and Internet Explorer -- and there's no commitment to it. If you're finding the ads annoying, they can be turned off, or the add-on can be uninstalled.
The organization chose child malnourishment as its cause because it was assessed by Nobel Laureates as the most cost-effective issue to support. Lazy Angel has made it possible for more than half of advertising funds to go to directly to micronutrient interventions such as vitamin A, zinc, folate and iron supplements, iodine fortification and deworming.
Of course there are many benefits for advertisers too. Not only do they get to give back to the world, but they also get highly targeted ads that allow them to reach whoever, whenever and wherever. It is currently only offered in the US.
"We'll be posting a breakdown of revenue & expenditures soon in an effort to stay completely transparent," Lazy Angel says.
"As all social entrepreneurs should, we keep our books open. We will also be opening a forum for our users, advertisers, and NGO partners to openly discuss Lazy Angel."
The social entrepreneurs behind the project are friends Rachel Cope (@rachelcope) and Emile Cureau (@emilecureau).
Contact Information
Lazy Angel Website
Lazy Angel on Facebook
Lazy Angel on Twitter
Ads That Nourish Kids
Lazy Angel Browser Add-On Easily Fights Malnutrition in Children
Trend Themes
1. Cause-based Advertising - Lazy Angel's model of passive advertising to support a social cause presents an avenue for other companies to give back while promoting their brand.
2. Passive Philanthropy - The concept of passive giving through online activity has disruptive innovation potential in the philanthropy space as it presents an opportunity to address social issues while the user engages in activities they would otherwise be doing.
3. Targeted Cause Marketing - Lazy Angel allows companies to target a specific audience and contribute to a social cause, opening up opportunities for other for-profit organizations to engage in cause marketing and make a positive impact.
Industry Implications
1. Online Advertising - Lazy Angel's model of social advertising presents disruptive innovation opportunities for online advertising companies to adopt a social cause and increase engagement through targeted ads.
2. Philanthropic Organizations - The idea of passive giving presents an opportunity for philanthropic organizations to address social causes without requiring active donation or volunteering.
3. For-profit Companies - Lazy Angel's passive advertising model allows for-profit companies to engage in social responsibility and give back while still promoting their brand and products.