Best Non-profit Online Ad

We’re all too aware of the devastation the coronavirus wreaked upon the American population–not to mention the world at large. But not everyone knows that African Americans have been disproportionately affected by the virus, suffering almost 4 times the mortality rate of any other group. The NAACP has been tirelessly seeking to raise awareness of this injustice, and in order to spread their message more broadly, true[X] lent their expertise (and their inventory on premium streaming video publishers) with a pro-bono campaign that encouraged users to take action. The NAACP's #WeAreDoneDying campaign led with a hard-hitting rallying cry that enough is enough. They provided true[X] with a series of visuals accompanied by statistics highlighting how COVID-19 was affecting Black Americans. The true[X] team let the facts do the talking, with a user flow that walked the user through the story of this plight. Each frame encouraged users to go beyond reading and to "Take Action" by donating on the NAACP website. Users did indeed take the time to read, as even without a video playing upfront, users spent an average time of 48 seconds in this unit. Furthermore, there were 4.4 Interactions per user, an impressive feat given that there were a total of 5 frames to explore. Click-through rate was a notable 6 percent.

Contributors:

TRUE[X]

Location: United States