How Black Bars on YouTube Videos Are Being Used to Advertise NGOs
JWT Brazil Creates Tool to Donate Media Space
Oct 01, 2015
J. Walter Thompson Brazil is helping out NGOs with a campaign that uses the black bars that appear when videos recorded vertically are posted on YouTube. The "Doe as Barras" ("Donate the Bars") project lets anyone who wants to upload on YouTube a video recorded vertically do this through the website, donating the black bars as media space for an NGO. Charitable institutions such as AlcoÃ³licos AnÃ´nimos, Ampara Animal, Afroreggae, AssociaÃ§Ã£o Brasil Parkinson, Gravidez Sem Ãlcool, and Instituto Ayrton Senna have already participated.
Previous projects that have used idle media space for pro bono work include a campaign by Doctors of the World's Swedish branch, which used screensaver screens on phones.