Obra do Berço is a pro bono day care institution in Rio de Janeiro, Brazil, which takes care of underprivileged children. They have been doing this work for over 85 years, always depending on donations to provide shelter and a future to these kids.

Obra do Berço knows from experience that touching people’s heart with their cause (children in need) is not the most difficult thing, but to actually make them go through the trouble of registering, transferring money and all the steps to donate is the real challenge.

We created “Donate your View”. For the first time in the world, you can donate for real to an NGO just by watching a YouTube video. Using the mechanism (Google AdSense) that generates money through advertising for the YouTube channels, views were converted into real donations. Famous YouTube channels, including the two biggest in Brazil, created exclusive videos. Artists, musicians, journalists and comedians spontaneously joined the project.

No Money was invested in media but in only 2 months we had over 4 million views, 53 million people impacted on social networks in more than 50 countries (Source: Boobox/Google Analytics), millions of dollars in earned media and more importantly, all these views are becoming food, clothes, activities and education to all the kids at Obra do Berço.

With the visibility of the project, what started as an idea for a video is now becoming a start-up company to help other NGOs in Brazil and worldwide.

The whole idea is to overcome the most difficult obstacle when it comes to donations: inertia. Obra do Berço knows that touching people’s heart with their cause (children in need) is not the most difficult thing, but to actually make them go through the trouble of registering, transferring money and all the steps to donate is the real challenge. So by getting famous YouTubers to post their videos as they do regularly, we were able to reach different people and have our views grow extremely fast. Being that the viewers are regulars on these channels, they were a powerful tool to help share the videos and raise the number of donations.

Celebrities joined the project. In only 2 months, we have over 4 million views and 53 million people were impacted, in more than 50 countries* (source: Boobox/Google Analytics). All of this is being converted into food, clothes, activities and education for Obra do Berço’s children. An idea that started as a video for Obra do Berço, is becoming a startup company. An online platform for donations to different NGOs that saw the project and contacted us asking for help too. The project will now reach NGOs nationwide and even internationally.