'Donate the Bars' Makes Good Use of the Black Bars on a Video
Laura McQuarrie — January 20, 2016 — Social Good
References: blackbarsdonation & adweek
Black bars on a video occur when a YouTube clip doesn't fit the 16:9 standard. This is simply something that happens to people when they take square or vertical videos, but it results in a lot of wasted on-screen space.
Rather than campaigning to get people to record videos horizontally, J. Walter Thompson Brazil set out to make this space usable. JWT began a project called 'Doe as Barras,' or 'Donate the Bars,' which makes it possible for a YouTube uploader to "donate" the black bars that appear on either side of the video to a NGO group. To do this, a user must go the campaign site in order to upload their video and choose an NGO partner to support.
Since charitable organizations tend to lack big budgets for advertising, this makes it possible for these groups to get exposure in a cost-effective way.
Rather than campaigning to get people to record videos horizontally, J. Walter Thompson Brazil set out to make this space usable. JWT began a project called 'Doe as Barras,' or 'Donate the Bars,' which makes it possible for a YouTube uploader to "donate" the black bars that appear on either side of the video to a NGO group. To do this, a user must go the campaign site in order to upload their video and choose an NGO partner to support.
Since charitable organizations tend to lack big budgets for advertising, this makes it possible for these groups to get exposure in a cost-effective way.
Trend Themes
1. Vertical Video Optimization - The trend of optimizing vertical videos for charitable purposes creates opportunities for disruptive innovation in vertical video production and editing tools.
2. NGO Partnerships - The trend of partnering with NGO groups for vertical video campaigns creates opportunities for disruptive innovation in the nonprofit sector for increased exposure and funding.
3. Socially Responsible Marketing - The trend of using creative solutions for social good creates opportunities for disruptive innovation in marketing campaigns focused on the values of the younger generations.
Industry Implications
1. Video Production - Using the 'Donate the Bars' strategy creates opportunities for disruptive innovation in cost-effective, vertically optimized video production and editing tools.
2. Nonprofits - Partnering with a marketing agency for vertical video campaigns creates opportunities for disruptive innovation in nonprofit marketing and fundraising strategies.
3. Marketing and Advertising - Incorporating socially responsible marketing into campaigns creates opportunities for disruptive innovation in advertising and branding strategies that align with the younger generations' values.
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