For GRAACC’s World Cancer Day campaign, major websites donated valuable media space to the institution. With that in mind, we decided to resell these banners to users instead of just advertising on them. So we came up with the idea: The Great Banner Sale. People and companies were invited by email to buy these banners. On the campaign landing page, they purchased and customized their banners. Buyers could pay whatever they wanted (buying a banner = making a donation to GRAACC). Major websites displayed the banners for a whole week and all the money was directed to GRAACC.

The Great Banner Sale had little cost and great results. With the participation of users, the campaign got awareness to the institution’s work against children’s cancer. Banners added up to 3 million impressions, the number of unique donors increased 2566% and money raised was 260% higher compared to the same period in 2010.