If you’re anything like me, you probably subscribe to half a dozen or more individual streaming services, and rarely watch any of them. Now, the Red Cross in Brazil is having some fun with that common behavior, but inventing one more streaming platform you’ll never watch—but for a good reason.
“Help Plus” looks very real, but it’s all fake. It was created by agency Lew’Lara\TBWA as a fresh way to solicit donations to the Red Cross. Your monthly “subscription” fee with go to humanitarian aid causes instead of just into the void.
They even made this blockbuster trailer for the fake service:
They also created key art and synopses for 100 made-up titles:
The project is “designed to attract donations in a younger and more modern way through humor. And nothing’s more modern than a streaming platform,” said Fernando Lyra, creative director of Lew’Lara\TBWA. “But unlike other subscription services, Help Plus avoids that vague guilt about wasting money by paying and not watching. That’s because the Red Cross São Paulo turns these ‘subscriptions’ into donations for people in distress.”
“With Lew’Lara’s support, we sought to create a creative way of getting people’s attention for donations,” added Bruno Semino from Red Cross São Paulo. “Recurring contributions are essential for the design of long-term programs that enable the effective reduction of beneficiaries’ vulnerability.”