A new YouTube channel set up by agency R/GA London aims to generate charity donations to preserve the environment -- purely by passive views of calming nature content.
The "Preservation Play" channel will provide new revenue streams to both Project Zero, a charity that works around the world to protect and restore the ocean, and other environmental organizations. Any ad revenues earned from the channel will go straight to the NGOs. A small proportion will be used to buy Adwords and Discovery ads to promote the content, which includes calming videos of wave and ocean sounds.
It was created after R/GA identified a key trend last year in searches for nature videos that help viewers relax, sleep or be more productive. Such content has nearly half a billion views on YouTube in total, but not one penny of ad revenue went back to protect those environments featured. “The Preservation Play creates a ‘good loop’: The more people watch, the more they relax, the more they earn for the environment, " said Nick Pringle, SVP executive creative director at the agency.
"We love that those who want to unwind, relax or meditate with the sounds of the ocean can now actively help us conserve them by simply streaming,” added Michele Clarke, CEO and founder of Project Zero, in a statement.