We wanted to show the difference you can make, by putting a life in your hands. Instead of posting a single video of an emergency situation that could be skipped or ignored, we created a series of retargeted videos about a girls life-threatening emergency. If you ignored a video you’d be served another and, just like in real life, her situation would be worse. But there was time to change her fate with just a few clicks.

We put a life in your hands: a sequence of videos of a woman, trapped in a car on a cliff, in your Facebook newsfeed. We launched the videos in Facebook newsfeeds using sequencing and Daypart targeting that time for her was passing relative to your day. If you scrolled past her, you’d be served another film later in which her situation had become worse. The longer the situation was ignored, the worse it got. When you interacted with the video, you saw the rescue video on The Chopper Appeal donation site. This created a story that felt real, to bring attention to situations that are.

At the end of the month, an edit of the film with the rescue ending was broadcast in a nationwide TVC, thanking New Zealand for a hugely successful month of support.

People took action…

Over 12 million videos were served.

Donations were up for the first time in four years.

Three times as many people visited the donation site than ever before. We had 85,065 visitors in 2015, up from 27,718 visitors in 2014.

And more online donations than ever before - $1.5million dollars raised online, in one month.